By Barry Janoff
December 7, 2015: Even the Most Interesting Man in the World would find this interesting.
Dos Equis has signed what it called "an historic, multi-year agreement" with ESPN to become the official beer sponsor for the College Football Playoffs.
The deal, which takes effect immediately, includes the CFP Semi-finals, National Championship and the “New Years’ Six” bowl properties: Peach, Sugar, Fiesta, Rose, Cotton and Orange Bowls.
Financial terms of the alliance were not released.
Dos Equis will support with extensive integration throughout ESPN's CFP coverage via a multi-platform effort to include TV, print, radio, Internet, social media and logo usage rights on-pack for Dos Equis brands.
In addition, Dos Equis said it would have a "significant presence across ESPN's platforms" throughout the regular season.
Dos Equis, a division of Heineken, will promote a variety of "Drink Responsibly" communications for fans 21+, alongside promotion of its various products.
The brand's "Stay Thirsty" umbrella campaign features the "Most Interesting Man in the World." It was not revealed whether the character would become part of new college football-themed creative.
The College Football Playoff semifinals, both on Dec. 31 and both on ESPN, feature No. 1 Clemson vs. No. 4 Oklahoma in the Capital One Orange Bowl 4 PM ET); and No. 2 Alabama vs. No. 3 Michigan State in the Goodyear Cotton Bowl (8 PM ET).
The National Championship will be played on Jan. 11 in the University of Phoenix Stadium in Glendale, Az., on ESPN.
"This is a remarkable opportunity to help our consumers stay thirsty during one of the biggest sporting events in America."
The CFB National Championship game this past January, won by Ohio State, averaged 33.4 million viewers, the highest in ESPN and cable TV history.
Dos Equis joins a roster of College Football Playoff national sponsors that include Allstate. AT&T, Buick, Capital One, Chick-fil-A, DirecTV, Dr. Pepper, Ford, Gatorade, Goodyear, Nissan, Northwestern Mutual, Reese's and Taco Bell.
Dos Equis said the sponsorship deal "further establishes Dos Equis' standing in sports, giving the brand a strong platform to drive fan engagement in one of the country's most exciting and growing franchises."
"Both Dos Equis and college football have seen tremendous growth over the past decade and working with the College Football Playoff and ESPN will be a bold platform for Dos Equis," Nuno Teles, CMO for Heineken USA, said in a statement. "Millions of fans tuned in as part of last years' record-setting championship telecast, and this is a remarkable opportunity to help our consumers stay thirsty during one of the biggest sporting events in America."
According to Ed Erhardt, president-global sales and marketing for ESPN, "Adding Dos Equis to the roster of brands aligned with the College Football Playoff further underscores the broad reach of the college football audience. We look forward to working with Dos Equis to create 'interesting' brand integrations."