• by Tanya Gazdik , December 7, 2015

Dos Equis and its “most interesting man in the world” is now the official beer sponsor of the college football playoff.

As part of the multi-year deal, Dos Equis will have the opportunity to leverage a year-round marketing platform inclusive of rights to college football playoff marks and execute fan engagements on-site at CFP games.

The agreement also includes the 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. The NY6 includes the historic Peach, Sugar, Fiesta, Rose, Cotton and Orange bowls.

The sponsorship deal further establishes Dos Equis’ standing in sports, says Nuno Teles, Heineken USA chief marketing officer.

Dos Equis has evolved over the past decade from a favorite beer among southwesterners to a popular, nationally recognized brand via its irreverent advertising icon, The Most Interesting Man in the World, Teles says.

“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,” Teles says in a release.

The premium import beer has been a staple at sporting events, with previous sponsorships of Tough Mudder and activation elements at the X Games. College football is the second-most popular sport in the United States (ESPN Sports Poll), and has a television audience which broke records as the largest cable telecast of all time (ESPN/Nielsen TV).

Dos Equis also will have the opportunity to execute fan engagements on-site at CFP games. In addition to extensive integration throughout ESPN’s CFP coverage, Dos Equis will have a significant presence across ESPN’s platforms throughout the regular season. Through the course of the deal, Dos Equis will promote a variety of “Drink Responsibly” communications for fans 21+, alongside promotion of its various products.