/// ESPN Inks Dr Pepper as First Mega-Sponsor of the College Football Playoff Series
ESPN has signed on Dr Pepper as the first official Championship Partner of the College Football Playoff series, which kicks off on Jan. 1 in Pasadena and New Orleans. Analogous to the NCAA’s Corporate Championships program, the CFP Championship Partner designation represents the highest level of sponsorship and activation. While financials were not disclosed, conservative estimates put the investment at around what one might expect to pay for a title sponsorhip—about $35 million per season. (Unlike the six major feeder bowls—Rose, Orange, Sugar, Cotton, Fiesta, Chick-fil-A—the new CFP championship game will not be backed by a corporate sponsor.) “This is the biggest sponsorship deal we’ve done,” said Dr Pepper's evp of marketing, Jim Trebilcock.