Soft drink brand Dr Pepper has signed a long-term extension to its sponsorship of the College Football Playoff, an annual post-season competition in the US collegiate American football system.
Dr Pepper agreed the deal with US sports broadcaster ESPN, the CFP’s television rights partner.
The new agreement runs until 2026 and was signed ahead of yesterday’s (Monday’s) CFP National Championship match between Alabama Crimson Tide and the Georgia Bulldogs at Mercedes-Benz Stadium in Atlanta. Alabama won the game 26-23 following overtime.
As part of the new deal, Dr Pepper, which became the first official sponsor of the CFP in 2014, will retain presenting sponsorship rights to the National Championship Trophy. It will also remain an official sponsor of the Southeastern Conference (SEC).
The deal also includes official sponsorship of the Big 12, including championship games; Pac 12 Championship Game Partner designation during ESPN broadcasts of games; and multimedia presence across ESPN The Magazine, ESPN Deportes, ESPN Audio, SEC Network and the forthcoming ACC Network.
The partnership will result in promotion for the CFP National Championship Trophy across ESPN’s multimedia platforms during the regular season, including stops at marquee games and select ESPN College Football studio shows and SportsCenter.
Dr Pepper is also the title sponsor of the Dr Pepper Tuition Giveaway, a season-long programme that provides tuition-based awards to students across the US.
Jim Trebilcock, chief commercial officer for Dr Pepper Snapple Group, said: “Dr Pepper is synonymous with college football. Since signing on as the first sponsor of the College Football Playoff four years ago, we’ve strengthened that connection exponentially, tapping into the extraordinary passions of fans of both football and Dr Pepper.
“We are very proud to be extending our partnership with ESPN and the College Football Playoff for another six seasons, and we’re looking forward to giving our fans more of what they crave in the coming years.”