The college football season is nearing its grand finale, and the stakes couldn’t be higher as the final four teams prepare to battle it out for the championship. Alongside the excitement for the first 12-team college football playoff, the bowl game season has brought its own unique flair, with creative sponsorships and unforgettable fan experiences. From the madness that is the Pop-Tarts Bowl to the Cheez-It Citrus Bowl mascot performing a marriage, and even the Snoop Dogg Arizona Bowl, this year’s bowl game campaigns are blending top-tier football with entertainment and branding like never before. Let’s dive into the marketing magic from college football!

College Football Playoff Sponsors

There are four teams left fighting for the National Championship: Notre Dame, Penn State, Texas, and Ohio State. Each team knocked out the higher seeded opponent in the quarter-finals. Notre Dame and Penn State will now face off in the Capital One Orange Bowl on January 9, while Ohio State and Texas will battle it out in the Goodyear Cotton Bowl to decide who will compete for the National Championship. Check out how the sponsors are activating around their marquee event of the college football season!

Pop-Tarts Bowl

The most viral college bowl game was not a playoff game – it was the Pop-Tarts Bowl! The marketing team at Pop-Tarts was able to create a unforgettable, branded moment through their bowl game sponsorship. The edible mascot is now a highlight of bowl-season and they unveiled a new built-in toaster trophy this year. Iowa State won a thrilling game, earning them right to put the edible mascot in a giant toaster and eat the life-sized Pop-Tart together on the field.

The top 10 media posts featuring the Pop-Tarts Bowl received over 7 million video views. Check out our playlist of posts to explore how Pop-Tarts created this viral, branded sports event!

Cheez-It Citrus Bowl

The Cheez-It Citrus Bowl delivered unforgettable moments, but nothing topped the viral sensation of the Cheez-It mascot officiating a wedding on the field. The post below from ESPN received over 704,000 impressions and $27,800 in media value for Cheez-It! The unique ceremony showcased the brand’s fun-loving personality and cemented the brand in the minds of college football fans!

Snoop Dogg Arizona Bowl

The Snoop Dogg Arizona Bowl brought a fresh twist to bowl season with its headline-worthy sponsor: Snoop’s own alcohol brand, Gin & Juice. Snoop Dogg boasts over 205 million followers across social media, so his involvement was a huge boost for visibility. The collaboration was a perfect blend of music, culture, and football. Fans were treated to themed drinks and nods to Snoop’s iconic hit “Gin and Juice.” The partnership once again proved how popular it is to blend pop-culture into sports.

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Written by Parker Swartz
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January 8, 2025
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