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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.
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