Why College Bowl Sponsorships Are a Touchdown for Chick-fil-A and Allstate

The New Year's Six scored big ratings

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As marketers suit up for Super Bowl LI, some brands were already busy capitalizing on another rabid football audience: college bowl fans. The largest college bowls, known as the New Year's Six games—the Chick-fil-A Peach Bowl, PlayStation Fiesta Bowl, Capital One Orange Bowl, Rose Bowl by Northwestern Mutual, Allstate Sugar Bowl and Goodyear Cotton Bowl—were played this year from Dec. 30 to Jan. 2. Sponsorship efforts, say bowl brands, tend to pay off handsomely.

"Our research shows that [college football] fans are two times more likely to purchase Goodyear if they're aware of our Cotton Bowl sponsorship," noted Seth Klugherz, North American director of marketing at Goodyear, which sponsored the Cotton Bowl for the third consecutive year.

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