Entries in sports marketing (1)

Tuesday
Aug252009

Dr Pepper Becomes Big Can On Campus With ESPN, AFCA

August 25, 2009: Dr Pepper has signed a deal with ESPN and the American Football Coaches Assn. that would greatly expand its presence on the college football landscape. Beginning this season, Dr Pepper will be the presenting sponsor of the official trophy awarded at the 2010 Citi BCS National Championship Game. Dr Pepper also will be a premier sponsor of ESPN college football programming, including sponsorship of weekly features within ESPN college football programming such as College GameDay Built by the Home Depot, College Football Live, ESPNU studio shows and primetime games on ESPN and ABC. Financial terms were not revealed.

The 2010 Citi BCS National Championship Game will be played Jan. 7, 2010, at the Rose Bowl in Pasadena, Calif., matching the No. 1 and No. 2 BSC rated teams in the nation. It will air on ABC, which is a sibling of ESPN in the Disney Co.

As part of the deal, Dr Pepper will also receive multimedia-integrated exposure with on-air promotion, tune-ins and billboards on all ESPN networks and ABC as well as ESPN.com, ESPN The Magazine and ESPN Radio. The Coaches' Trophy presented by Dr Pepper will conduct a season-long tour, stopping at key games in conjunction with ESPN's College GameDay, beginning with Virginia Tech vs. Alabama game in Atlanta on Sept. 5, and running until the Citi BCS National Championship Game.

"Like college football, Dr Pepper is an unrivalled experience," Tony Jacobs, vp-marketing for Dr Pepper, a division of the Dr Pepper Snapple Group, said in a statement. "With more than 25 years of partnering with college football, Dr Pepper is proud to sponsor the most sought-after trophy in college sports." Dr Pepper is currently running a promotion offering $1 million in college tuition.

The American Football Coaches Assn. created the trophy in 1986. This will be the 24th year the trophy has been awarded to the No. 1 team in the AFCA's final USA Today Coaches' Poll. The winner of the Citi BCS National Championship Game automatically receives the No. 1 ranking. Back to Home Page