WHITE PLAINS, N.Y. -- Dos Equis has announced a multi-year agreement with ESPN to become the official beer sponsor of the College Football Playoff (CFP).
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. Through the sponsorship, Dos Equis will leverage the CFP on ESPN to bring experiences to help fans “Stay Thirsty” throughout the college football season and Playoff.
As part of the CFP, Dos Equis will have the opportunity to leverage a year-round marketing platform inclusive of 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.
In addition to extensive integration throughout ESPN’s CFP coverage, Dos Equis will have a significant presence across ESPN’s platforms throughout the regular season. Through the course of the deal, Dos Equis will promote a variety of “Drink Responsibly” communications for fans alongside promotion of its various products.
Given the significant brand growth over the past decade, Dos Equis is continuing this momentum by securing a multi-year sponsorship deal with the second most popular sport in America.
“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.”
White Plains, N.Y.-based Heineken USA, a leading upscale beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken, Strongbow, Amstel Light and Newcastle. Heineken USA also imports the Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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