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Ticket giveaway underpins Taco Bell’s fresh College Football Playoff deal

US fast-food chain Taco Bell has extended its association with college American football under a multi-year agreement with College Football Playoff organisers and sports broadcaster ESPN.

Taco Bell will be the naming sponsor for a new student section and ticket giveaway at College Football Playoff games, providing undergraduate students with tickets to see their team in the three final showpiece matches.

The initiative will make 3,000 tickets available, ensuring the attendance of 500 students from each school represented. Once the teams taking part are announced, ticket distribution will be handled by individual colleges where the athletic departments will work with Taco Bell and ESPN to select the winning fans.

Students can enter by following @ESPNCFB on social networking sites Twitter and Instagram and sharing a photo of themselves supporting their team with the tag #livemasfans.

Taco Bell has been an official partner of college football’s Bowl Championship Series since 2006 and the new agreement covers the Rose Bowl (pictured), Sugar Bowl and National Championship, which will be played for the first time this year under the inaugural College Football Playoff banner.