Dr Pepper Extends Presence With College Football Playoffs, Championships
Monday, January 8, 2018 at 02:44PM
NYSportsJournalism.com in College, College Football, Dr Pepper, ESPN, National Championship, sports marketing

Special to NYSJ Sports-Entertainment Business News Service

January 8, 2018: In 2014, Dr Pepper signed as the first official sponsor for the College Football Playoff.

The brand has now extended its alliance through 2026 and said it would also continue its presenting sponsorship of the College Football Playoff National Championship Trophy “as part of its broad commitment to college football and its fans.”

The deal expands upon the original by adding official sponsorship of the Big 12, including the championship games; PAC 12 Championship game partner designation when ESPN airs the game; and multi-media presence across ESPN The Magazine, ESPN Deportes, ESPN Audio, SEC Network and the soon-to-launch ACC Network.

Financial terms of the six-year extension were not released.

“Dr Pepper is synonymous with college football,” Jim Trebilcock, chief commercial officer for Dr Pepper Snapple Group, said in a statement. “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.”

The extension was unveiled prior to tonight's National Championship game between Georgia and Alabama.

In addition to supporting ESPN’s coverage of the College Football Playoff, Dr Pepper is the title sponsor of the "Dr Pepper Tuition Giveaway," a season-long program that provides tuition-based awards to deserving students across the country.

According to Ed Erhardt, president of global sales and marketing for ESPN, “Dr Pepper is part of the foundation and the fabric of the College Football Playoff era. They’ve been first rate in everything they’ve done with us and the CFP.

“It has been a true partnership in these first four years. We look forward to working hand-in-hand with Dr Pepper and the CFP organization to bring fans the most exciting and most compelling College Football Playoff for years to come,” said Erhardt.

Official sponsors also include Allstate, AT&T, Capital One, Chick-fil-A, Dos Equis, Gatorade, Goodyear, Mercedes-Benz, Nissan, Northwestern Mutual, PlayStation and Taco Bell.

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