ATLANTA Chick-fil-A plans to leverage its sponsorship of the annual Peach Bowl here on New Year's Eve with more exposure of its signature cows and 10 ads that will air during the ESPN telecast of the game, the company said.
The sponsorship, now in its eighth year, has been lucrative for the fast-food chain, said Steve Robinson, senior vice president of marketing for the Atlanta-based company. Last year, Chick-fil-A sold more than $100,000 of its food during the game and related activities, and nationwide sales increased in the days before and after the bowl, Robinson said.
This year the company will sponsor a float featuring the cows in the bowl game parade. In addition, several cows will ride motorcycles in the parade, Robinson said. The parade is broadcast live by a local television station.
A herd of six cows will deliver the game ball to the officials at the start of the contest, and then remain on the sidelines to lead cheers. A miniature blimp with a likeness of one of the cows will float inside the Georgia Dome during the game.
The company also plans to give away more food and merchandise to fans than in previous years, Robinson said.
This year's Chick-fil-A Peach Bowl pits the University of Miami Hurricanes against the University of Florida Gators. The game has sold out during all eight years of the company's sponsorship.