Nice Pick: Chick-fil-A Becomes Sponsor Of ESPN's "College GameDay"
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Chick-Fil-A To Sponsor "GameDay,"
Corso's "Mascot Movers" Segment |
ESPN has signed Chick-fil-A as a sponsor for "College GameDay Built by the Home Depot." Chick-fil-A will sponsor the show's "Mascot Movers" segment, which is when ESPN's Lee Corso predicts the winning team by wearing that team's mascot head. Deal terms have Chick-fil-A buying spots in each show, including a live shot of a Chick-fil-A-branded "fan interaction area" on each campus where "College GameDay" is broadcast (John Ourand, THE DAILY). In Atlanta, Joe Guy Collier wrote the move is "significant for the chain ... because it does little national advertising, choosing instead to focus on local and regional efforts." Chick-fil-A Senior VP/Marketing Steve Robinson said of the company teaming with ESPN, "It's a great environment. We like our brand being associated with people having fun. Obviously, our brand gets used a lot in the high school and college tailgating. We don't do a lot of NFL tailgating because we're closed on Sunday." "GameDay" event staff in Chick-fil-A "co-branded uniforms will escort a crate carrying the mascot head for Corso's announcement." ESPN's first "GameDay" show this season will be in Atlanta on August 30 for the Alabama-Clemson Chick-fil-A College Kickoff at the Georgia Dome (ATLANTA CONSTITUTION, 8/9).
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