WHITE PLAINS, N.Y., Nov. 1, 2016 /PRNewswire/ -- Dos Equis, the first Official Beer Sponsor of the College Football Playoff (CFP), is encouraging fans to go for "Game Day Greatness" this season as part of the brand's commitment to premiumize and elevate the game day experience. Fans can win tickets to the College Football Playoff National Championship, get in on the unparalleled game day experiences all season long, and "Stay Thirsty" with the Most Interesting Man via filters and lenses on Snapchat. To culminate the inaugural year sponsorship, the Most Interesting Man's helicopter RV from the latest commercial will also be featured on-site at the CFP National Championship on January 9, 2017, in Tampa, Fla. for tailgaters to get in on the action.
The historic, multi-year agreement with ESPN to become the Official Beer Sponsor of the CFP was signed in December 2015. The deal includes on-site, on-pack and integration rights and markings for the Playoff, New Year's Bowls and National Championship. As the second most popular sport in the United States (ESPN Sports Poll), with a television audience which broke records as the largest cable telecast of all time (ESPN/Nielsen TV), the CFP has proven to be a key platform for reaching consumers 21+ during one of the most exciting sports events of the year. "Working with the College Football Playoff and ESPN is a remarkable opportunity to help our consumers 'Stay Thirsty' during one of the biggest sporting events in America," said Andrew Katz, Vice President of Marketing for Dos Equis. "2016 has been a groundbreaking year for the brand with this sponsorship, multiple partnerships with Snapchat, and the evolution of The Most Interesting Man in the World, and we're committed to elevating the beer drinking experience for fans whether at the stadium, at home or at their local watering hole." Said ESPN's Gil Beverly, VP ESPN College Sports Marketing, "Dos Equis is known for their breakthrough creative. This leveraging of the Most Interesting Man is an example of elevating a smart campaign through the combined power of ESPN's leading platforms and through the positioning of being 'The Official Beer of the College Football Playoff,' to drive greater impact with this engaged, passionate audience."