The College Football Playoff (CFP) is attracting big brands as advertisers on college games get a return equivalent to nearly six ad units on competitive networks during prime time. Surging viewership and sponsor interest have led college football powers to enlarge the field of playoff teams from four to 12 in a new format starting in 2025. There will be more rounds of games, similar to basketball’s March March Madness.
Disney says its advertising inventory is nearly sold out for the semifinals and championship. Deidra Maddock, VP, Sports Brand Solutions, Disney Advertising, said they have a lot of consistency with brands on a year-to-year basis. “Of the 15 official ad partners for the CFP, 13 have had a presence for multiple years and scatter buys are relatively limited. When brands are making this commitment and knowing that this is a space they want to be in, it’s not a ‘Hey, let’s dip our toe in the water and try it out’. This is something that they’re investing in.”
Maddock said brands recognize the inherent value in Disney’s sports offerings, particularly within the College Football Playoff. “The continued storytelling with our returning sponsors underscores Disney’s proven ability to deliver on brand Key Performance Indicators (KPIs), solidifying our standing in the industry.
Disney highlighted that AT&T, the presenting sponsor of the CFP National Championship broadcast, will keep college football fans connected by, innovative camera angles like the Ref Cam, Pylon Cams, and the Goal Post Cam that provide viewers with unparalleled perspectives.
“AT&T returns as the title sponsor of AT&T Playoff Playlist Live, a three-night concert series at Shell Energy Stadium in Houston, featuring top musical artists. Additionally, AT&T will have a presence across CFP Championship weekend at Playoff Fan Central and the Allstate Championship Tailgate, offering a livestream from top gamers, talent meet and greets, and more.”
Moreover, Prudentials is the presenting sponsor of the Playoff Semifinal at the Rose Bowl Game presented by Prudential. Disney said Allstate collaborated with Disney CreativeWorks to develop custom creative to run around the Playoff Semifinal at the Allstate Sugar Bowl. There’s also Mercedes-Benz taking center stage as the halftime sponsor for all NY6, Playoff Semifinals, and the CFP National Championship broadcasts this season.
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