WHITE PLAINS, N.Y. — Furthering the brand's efforts to drive engagement with sports fans, Dos Equis inked a multi-year deal with ESPN to become the Official Beer Sponsor of the College Football Playoff (CFP), an annual postseason tournament.
Through the agreement, Dos Equis aims to promote a variety of "Drink Responsibly" communications along with its various products through a year-round marketing platform. This will include rights to CFP marks, on-site events at CFP games, 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, chief marketing officer for Heineken USA. "Millions of fans tuned in as part of last year’s 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.”
The Dos Equis brand will also maintain a presence across ESPN during the regular season.
"Adding Dos Equis to the roster of brands aligned with the College Football Playoff further underscores the broad reach of the college football audience,” added ESPN's Ed Erhardt, president of global sales and marketing. “We look forward to working with Dos Equis to create 'interesting' brand integrations."
More information is available on www.Facebook.com/DosEquis.