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The CFP Sponsorship Program Going Forward
Starting in 2026, Disney Advertising will exclusively sell the College Football Playoff Official Sponsorship program.
Disney will sell all sponsorship, including sponsorship elements across all CFP game broadcasts, no matter the network.
Brands will work with Disney Advertising to build a sponsorship program that unlocks Official Sponsor Benefits that drive marketing goals.
Reach out to Disney Advertising to learn more about creating a custom CFP Sponsorship Program for your brand.
Benefits Both On and Off the Field
Benefits Both On & Off The Field
Benefits Both On & Off The Field
A College Football Playoff Official Sponsor can receive category protection across certain assets.
This may include an opportunity for exclusive marketing rights for select CFP Marks and IP, protection across CFP Championship Weekend Public Events, and more depending on the structure of the CFP Official Sponsorship.
A brand can receive access to marketing rights to CFP Marks and IP, which can be used at retail, in local marketing, and in brand marketing (ex: point of sales materials, promotions, commercial creative, distributor incentives, etc.).
All use of marks subject to Bowl title exclusivities and ESPN, CFP, and individual bowl approvals.
Should sponsor use any ESPN marks on premiums or other printed items that are meant for consumer consumption/use (i.e. cups, packaging, premiums, collateral, etc.) that product will need to adhere to Disney’s International Labor Standard and Product Integrity guidelines.
An Official Sponsor of the CFP can work with Disney Advertising and ESPN to develop a custom season-long platform that leverages all aspects of the CFP Sponsorship to ultimately reach brand goals. These programs can be scalable and include a variety of different elements depending on a sponsor’s KPIs, flight, and budget, but may include the following:
*2021 Partnership Sizzle
*2022 Partnership Sizzle
As a CFP Official Sponsor, a brand will have the opportunity to secure sponsorship positions and brand integrations within ESPN’s CFP multimedia programming and content.
This may include, but is not limited to, College Football Playoff game and studio coverage, and CFP specific digital, social and streaming content.
As a CFP Official Sponsor, a brand will have the opportunity to activate on-site at CFP Championship Weekend Events (Playoff Fan Central, AT&T Playoff Playlist Live, and Allstate Championship Tailgate)
A family-friendly fan fest with 300,000 square feet of space across 3-days, offering interactive games, sponsor activations, athlete appearances, autograph signings, youth sports clinics, and multiple areas for concessions.
A multi-day free concert series and family-friendly music event. This event is open to the general public and features notable national recording artists, as well as local bands across each day. This also includes concessions, interactive elements, and various sponsor activations.
Build excitement for the biggest game of the year with this day-of-game tailgating event for all fans holding tickets to the CFP National Championship Game. Fans can experience music performances, other on-stage entertainment, interactive sponsor activations, multiple concession areas, and live ESPN Programming throughout the day.
An Official Sponsor can work with Disney Advertising to secure a certain allotment of tickets to College Football Playoff, as well as VIP hospitality experiences, such as VIP passes to Allstate Championship Tailgate and AT&T Playoff Playlist Live CFP House. Additionally, sponsors have the exclusive opportunity to use these ticket and hospitality benefits for internal and external promotional use.
A College Football Playoff Official Sponsor will have a mandatory CFP Sponsorship Fee and an optional activation fund. The activation fund can be used to fund marketing and on-site elements around the brand’s CFP Sponsorship initiatives.
A College Football Playoff Official Sponsor will have a mandatory CFP Sponsorship Fee and an optional activation fund. The activation fund can be used to fund marketing and on-site elements around the brand’s CFP Sponsorship initiatives.
A pre-built fund made up of the CFP Sponsorship fee and additional dollars that can be used to support marketing and activation costs for the sponsor around the CFP.
In order to secure a College Football Playoff Official Sponsorship, a brand must pay a CFP Sponsorship Fee.
The fee will provide a brand Official Sponsor status and access to CFP Sponsor benefits such as, CFP Marketing Rights and IP, on-site activation space across CFP Championship Weekend public events, inclusion in ESPN’s Championship Weekend signage plan, tickets and hospitality, CFP multimedia sponsorship opportunities, and more.
A pre-built fund that can be used to support marketing and activation costs for the sponsor around the College Football Playoff.