ESPN prefers Dos Equis for CFP

ESPN cracked open a deal with Dos Equis for a multi-year agreement to become the Official Beer Sponsor of the College Football Playoff. Dos Equis will “leverage the CFP on ESPN to bring unparalleled and interesting experiences to help fans Stay Thirsty throughout the college football season and Playoff.” The deal will see the beer brand nab rights to CFP marks, the opportunity to execute fan engagements on-site at CFP games, and logo usage rights on-pack for Dos Equis brands, as well as other content for the College Football Playoff Semifinals, College Football Playoff National Championship and the “New Years’ Six” bowl properties.
“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,” said Nuno Teles, Heineken USA Chief Marketing Officer. “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.”

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