We recently wrapped up another year of college football. As a huge fan of the sport, I am fascinated by bowl season. Yes, there are far too many of them and they’ve lost some of their luster over the years, especially with the expansion of the playoffs. But among the sea of games, some stand out for doing things right off the field. As I do with a lot of things in life, I observe things through the lens of a Marketer. It is always interesting to me which corporations sponsor these games, and how they (or don’t) complement their brand. Sponsoring a bowl game is a significant investment. Beyond the naming rights, it’s what brands do with the sponsorship that makes all the difference and determines if the juice was worth the squeeze (no Orange Bowl pun intended).
The main draw: brand exposure
At its core, corporate sponsorship of bowl games is about brand exposure. The naming and branding of the game yielding multi-channel mentions think All State Sugar Bowl, Goodyear Cotton Bowl, or Chick-Fil-A Peach Bowl, are just the tip of the iceberg. These sponsorships come with opportunities for customer engagement, philanthropic initiatives, social media moments, and more. Frankly, those are table stakes with high-priced sponsorships. The real question is: how do you take it to the next level?
Let’s look at a few unique standout examples from recent bowl seasons to see how certain brands have maximized their investments:
The Pop-Tarts Bowl
The Pop-Tarts Bowl made waves with its viral mascot – a walking, talking Pop-Tart pastry that delighted fans and became an instant social media sensation. The brand also scored big by hosting a post-game celebration where the winning team got to “eat” the mascot, made of a giant, edible Pop-Tart costume. Plus, the winning trophy is an actual working toaster. This playful and unexpected moment captivated audiences both in the stadium and online, showing how a creative spin can extend brand visibility far beyond the game itself.
The Duke’s Mayo Bowl
The Duke’s Mayo Bowl is infamous for its quirky tradition: the winning coach gets doused in a cooler full of mayonnaise. It’s messy, it’s weird, and it’s incredibly on-brand. The broadcasters experimented with unique foods dipped in mayo creating some authentic moments during the game. Plus, their lovable mascot costume was worn by none other than Flava Flay. Beyond these attention-grabbing moments, Duke’s Mayo also had charitable tie-ins, donating significant amounts to nonprofits whenever the mayo bath happens. Creating goodwill aligns with their brand’s southern charm and ensures that the buzz isn’t just about the spectacle but also about making a difference.
The Cheez-It Bowl
Cheez-It has mastered the art of whimsy in its sponsorship. From creating a “Cheez-It lounge” on the sidelines, complete with cheesy décor and recliners for players to relax in, to turning their branding into memorable moments (like a halftime wedding conducted by a Cheez-It). The company knows how to stand out. Social media lit up with fans sharing pictures and memes, and players eagerly participated in the fun. Cheez-It’s approach proves that leaning into the humor of their brand can create lasting impressions.
The Snoop Dog Arizona Bowl
Snoop Dog may be an unconventional sponsor, but it’s not uncommon for a celebrity to get in on the action (see Jimmy Kimmel Los Angeles Bowl in the past). And the timing couldn’t have been better. He is arguably at the top of his fame on the back of his Olympics and The Voice engagements. Snoop was deeply involved throughout the game. He caught passes during warmups, performed the coin toss with flair, and even joined the broadcast helping the play-by-play calls. In true entertainer fashion, he took halftime by storm leading both schools’ marching bands in a medley of his hits. Finally, Snoop made a grand entrance in a light green, lowrider Chevy Impala to present the winner’s trophy and handed out gold chains to the players, very true to his brand.
Sponsorship lessons for all marketers
Now, most of us aren’t able to sponsor a college bowl game. But there are still valuable takeaways from these high-profile examples. Here’s how you can make the most of your marketing investments, regardless of scale:
- Ensure Your Investment Fits the Audience: A successful marketing investment starts with understanding your audience. If the event or sponsorship doesn’t align with the interests, demographics, or values of your target market, it’s unlikely to deliver the results you’re after. For example, brands like Pop-Tarts, Cheez-Its, and Snoop Dog naturally appeal to younger, fun-loving crowds. They’re a perfect match for the college football audience.
- Ensure Your Investment Fits Your Brand: It’s not just about reaching an audience; it’s about the right message and positioning. Does the sponsorship or event align with your brand’s identity and values? Duke’s Mayo’s quirky, southern persona made their messy mayo bath a natural fit. If your brand is more serious or professional, think about sponsorships or marketing efforts that reflect those qualities.
- Stretch Every Ounce of the Investment: Maximizing ROI means thinking beyond the obvious. How else can you engage customers, prospects, or partners? Think of going beyond traditional advertising or promotion to create experiences that people talk about and share. Think about all audiences, not just those at the event, but those at home (or virtual) or even those adjacent audiences you might pull in. Creativity, Capital One for instance has used their Orange Bowl sponsorship to use athletes, past and present, who have played in the game as influencers sharing their brand stories.
- Capitalize Before, During, and After: Marketing investments shouldn’t be limited to the event itself. Use pre-event promotions to build excitement, engage with audiences during the event, and create post-event content to keep the conversation going. Stretch your investments. As we always say, give something as many “legs” to use, reuse, repackage, reformate, and capitalize on for as long as possible. I think of Allstate. Not only do they sponsor the Sugar Bowl but have football tie-ins all year long sponsoring the field goal nets at stadiums, their “Mayhem” commercials with a football theme, and more.
Let success be your inspiration
Whether you’re investing in a high-profile sponsorship or a smaller-scale marketing effort, the principles remain the same: know your audience, align with your brand, maximize every opportunity, and think long-term. By taking inspiration from some of the most creative and effective bowl game sponsors, you can ensure that your marketing investments deliver value, spark conversations, and leave a lasting impression.