Dr Pepper retains CFP title sponsorship

Soft drink brand pens six-year renewal of US college football deal.

Dr Pepper retains CFP title sponsorship

Dr Pepper will remain the title sponsor of the College Football Playoff (CFP) series until 2026 after agreeing a deal with ESPN to extend its wide-ranging support for college football in the US.

Under the six-year renewal, the soft drink brand will also continue as the presenting sponsor of the CFP National Championship Trophy, the series' showpiece finale, and an official sponsor of both the Southeastern Conference and SEC Network.

Additionally, Dr Pepper will remain an official sponsor of the Big 12 Conference and its championship games, while it will also continue as a championship game partner of Pac-12 football fixtures shown on ESPN.

Dr Pepper became the first official 'championship partner' of a newly restructured CFP, which is marketed and aired by ESPN, in 2014. While financial terms of its renewal have not been disclosed, the original sponsorship, which was due to run until 2020, was estimated to be worth US$35 million a year.

“We are thrilled Dr Pepper has elected to extend its partnership with the College Football Playoff,” said CFP executive director Bill Hancock. “Dr Pepper’s commitment to college football greatly lends to the promotion of the game and extending CFP brand awareness.”

News of Dr Pepper’s renewal comes ahead of this year’s CFP national championship game, which will see Alabama take on SEC rivals Georgia at Mercedes-Benz Stadium in Atlanta later on Monday.