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Pac-12 signs first-ever presenting sponsor for football showpiece

The Pac-12 US college sports conference has named retail gas brand 76 as the presenting sponsor of its showpiece Football Championship Game in a multi-year agreement.

It will mark the first time a company has served as the presenting sponsor of the American football game, which was first held in 2011. As part of the deal, 76’s branding will be incorporated into the event’s official logo that will be located at the 50-yard line of the field on game day.

The company will benefit from further in-stadium signage, pre- and in-game promotions, digital assets, premium tickets and VIP hospitality packages. Various fan promotions will also be organised by Pac-12 and 76 in the build-up to the event.

In addition, 76 will serve as the presenting sponsor for premier football programming on Pac-12 Networks, the conference’s content and multi-platform media company.

Programming covered by the agreement includes Saturday pre-game shows, the annual Football Training Camp series, and pre- and post-game shows at the Rose Bowl stadium in California.

“76 is an iconic brand in the West making it an ideal match for the Pac-12,” Pac-12 Networks' executive vice-president of sales, Neil Davis, said. “The Pac-12 Football Championship Game is one of our biggest events of the year and we are thrilled to partner with such a fan-friendly brand like 76.”

This year’s Football Championship Game will be played at Levi’s Stadium in Santa Clara, California on December 2. It will see the Pac-12 North champion face off against the Pac-12 South champion. Stanford University defeated the University of Southern California 41-22 in last year's game.