Dos Equis, Doritos Partner for College Football Season

Stadium partners and fans can add Dos Equis to their collegiate sport line-up with the Big Noon Kickoff. The network will broadcast the kick-off showcase at 11 a.m. ET and Doritos also announced today that it will partner with the brand to produce a two-minute video advertising the digital rollout of Dos Equis and Doritos products into the football season. The parties will explore the creation of a comprehensive set of Dos Equis and Doritos promotions for college football, including a golf getaway at the famed Eldersburg Country Club in Montgomery County, Maryland, which will provide sponsorship opportunities for the brand’s co-branding effort in the sport.

“We are excited to partner with other great brands in sponsoring Big Noon Kickoff, which taps into all aspects of our consumers’ schedules and includes college sports,” said Gail Strong, Dos Equis senior vice president and creative director. “Both brands have proven great extensions in the previous year of our unique relationship on CBS College Sports, and we look forward to providing a platform for their fans to benefit from our signature experience.”

Big Noon Kickoff Weekends feature more than 50 local, regional and national college football games that will be broadcast nationally for an additional $24.99 a month subscriber. Nationally and year-round the network averages 11.7 million viewers. The day shift from the traditional noon and 4 p.m. ET options sees viewers placed in 11-minute first-run windows for the official teams’ post-game interview content. With its recent college football sponsorship partnership with Turner Sports, Big Noon is now able to provide national college football aftermarket integration with major national advertisers.

“Dos Equis and Doritos share a strong track record in golf sponsorship and the entertainment sector,” said Samantha Roberts, executive vice president, entertainment, FOX Sports. “We are thrilled to extend our reach and voice in the highly significant college football arena with Big Noon, which enables Dos Equis and Doritos to further expand their relationship with FOX Sports to include other summer-long football events.”

Among its current college sports programming, FOX Sports offers the Saturday Roundtable program in June, hosted by Benny G and golf correspondent Jay Bilas, and “Playmakers” from the CBS College Sports studio in August, which features the best of the best in college sports.

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