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Sources: Heineken Close To Deal Making Its Dos Equis Brand Official Beer Of CFP

Heineken is "close to a deal that will make its Dos Equis brand the official beer" of the CFP starting in the '16-17 season, according to sources cited by Lefton & Ourand in this week's SPORTSBUSINESS JOURNAL. Such a deal will "mark a significant step" as the CFP enters its third year, as Dos Equis "will be the event’s first official beer sponsor." While Heineken and ESPN, which is selling the CFP sponsorships, "agreed on terms of the multiyear pact several weeks ago, it still has not been signed." Sources said that a formal announcement "could come before the end of the month." Deal terms are not known, but sources said that official sponsorships of the CFP "are said to be" in the $14-16M range per year. The deal would be Heineken’s "biggest U.S. sponsorship." These deals "typically come with massive seasonlong college football media buys across all ESPN platforms." The move also marks Heineken’s "first major sponsorship in American football, a sport where rival import Corona already is a big media buyer, which may be a reason why it wants to use the Dos Equis brand." Last year, ESPN "sold 15 official sponsorships for the CFP," and the year before, it "sold 12 for the BCS championship." When the Heineken deal "becomes official, it will mark the 16th official sponsorship for the playoff, provided ESPN replaces Vizio, as expected, as title sponsor of the Fiesta Bowl." The Heineken deal will "result in a multiplatform ad presence for the brewer, though it’s hard to know what its exact inventory will be" (SPORTSBUSINESSJOURNAL.com, 10/19).

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