Chick-fil-A Peach Bowl

The Chick-fil-A Peach Bowl made history by being selected to join the Cotton, Fiesta, Orange, Rose and Sugar Bowls as the hosts for the new playoff structure that will begin following the 2014 college football season. As part of its new role in the College Football Playoff, the Chick-fil-A Bowl added “Peach” back to its name, becoming the “Chick-fil-A Peach Bowl” once again. Over the next 12 years, the Bowl will host a national semifinal game (#1 vs. #4 or #2 vs. #3) four times. In the other eight years, the Bowl will host top-ranked teams from around the country.  

Promotions Marketing has executed Chick-fil-A’s sponsorship elements for this iconic game, including: 

• Coordination, production, and logistical responsibilities for the Chick-fil-A Peach Bowl Parade;
• Handling all logistical and construction elements of multiple experiential activation environments at FanFest;
• Production of Chick-fil-A in-game activations;
• Coordinating appearances by the Chick-fil-A Cows

Our team of professionals work closely with television production crews, the bowl committee, and Chick-fil-A, to produce this annual bowl game.

 Chick-fil-A Kickoff Game

Created in 2008, and billed as the “Daytona 500 of College Football”, the Chick-fil-A Kickoff Game is a bowl-style, neutral-site game featuring elite football programs on the first Saturday of college football season. Since its inception, the game has hosted teams with national rankings of No. 1 (twice), 2, 3, 5 (twice), 6 (twice), 7, 9 (twice), 14, 16, 18 (twice), 19, 22, 24 (twice) and 25 (three times), and has been nationally broadcast each year. The Chick-fil-A Kickoff Game boasts an average attendance of 68,887, a 12.84-point average margin of victory, and has distributed $75.8 million in total team payout.  

Promotions Marketing has executed Chick-fil-A’s sponsorship elements for this annual event, including: 

• Activating a Food Sampling Tailgate Experience (where thousands of tailgating fans were treated to free Chick-fil-A sandwiches and souvenirs, by our brand ambassadors);
• Coordination, production, and logistical responsibilities for the Chick-fil-A Kickoff Game Parade;
• Handling all logistical and construction elements of multiple experiential activation environments at FanFest;
• Production of Chick-fil-A in-game activations;
• Coordinating appearances by the Chick-fil-A Cows

Our team of professionals works closely with the bowl committee, television production crews, and Chick-fil-A, to produce this annual game.

ESPN College GameDay

Chick-fil-A further increased its association with college football, starting in 2008, by becoming the newest integrated sponsor of ESPN’s College GameDay built by the Home Depot.

Promotions Marketing was selected as the agency to execute the touring and on-site elements of this 13-week tour.  With the following week’s destination unknown, until only a few days prior to each event, our mobile touring team coordinated the logistical elements to make each week a success!

The key component of its involvement, with the show, was entitled “Mascot Movers”.  This segment focused on the moment, at the conclusion of each College GameDay telecast, when analyst Lee Corso predicts the winning team by donning the mascot head of his favored university.  ESPN event staff, in special College GameDay and Chick-fil-A co-branded uniforms, escorted the crate carrying the mascot head, to the set, prior to Corso’s announcement.  College GameDay’s inaugural show, that year, was televised from Centennial Olympic Park in Atlanta, for the Chick-fil-A College Kickoff Game.

At each stop, fans were able to interact with brand ambassadors, and play games to win Chick-fil-A swag, before all were treated to a fresh Chick-fil-A menu item, via on-site food sampling teams.