What Is the Dr Pepper College Football Sponsorship?

Dr Pepper's involvement with college football isn't just limited to Fansville. Learn how it helps increase access to higher education and provide scholarship money.

What Is the Dr Pepper College Football Sponsorship?
Matt Benson

When it comes to college football fans, fall Saturdays are almost always associated with tailgating, cheering on their favorite teams, and enjoying the excitement of the game. Whether you’re a college student or not, if you watch college football during the fall, you’re likely to find advertisements for Dr Pepper nearly ubiquitous. This is partly a marketing play and partly for other reasons. Namely, the Dr Pepper brand brings an extra level of excitement to the college football season thanks to the company's long-standing sponsorship of the sport. Dr Pepper has been a sponsor of college football for over two decades, and the partnership has become an integral part of the game-day experience for fans across the country.

Dr Pepper's sponsorship of college football began in 1997, when the company signed a five-year agreement with the Big 12 Conference. Since then, the partnership has expanded to include a number of other conferences and events, including the College Football Playoff and the Heisman Trophy. Today, Dr Pepper is one of the most visible sponsors of college football, with its logo and branding prominently featured in stadiums and on TV broadcasts across the country.

The key thing about the Dr Pepper College Football Sponsorship is that winning it helps towards paying for crucial college expenses like tuition. The Dr Pepper College Football Sponsorship is an important player in helping students get the money they need to attend college. Read on to find out more details about Dr Pepper’s sponsorship and how it works.

What Is the Dr Pepper College Football Sponsorship?

One of the key elements of Dr Pepper's college football sponsorship is the annual Dr Pepper Tuition Giveaway, a contest that awards scholarships to students who demonstrate their "one-of-a-kind" abilities in a series of challenges. The contest, which began in 2008, is open to college students between the ages of 18 and 24, and typically involves a series of on-field challenges during halftime of select college football games. In recent years, the contest has also included online submissions and social media components, allowing more students to participate and win college scholarships.

The Dr Pepper Tuition Giveaway has become a beloved tradition among college football fans, and it's not hard to see why. The contest provides an opportunity for students to earn money for college while also showcasing their skills and talents in a fun and exciting way. It also allows Dr Pepper to connect with college students and their families in a meaningful way, by providing a tangible benefit that can help alleviate the burden of college costs.

But the Dr Pepper college football sponsorship goes beyond just the annual tuition giveaway. The company also sponsors a number of other initiatives and events that promote college football and engage fans. For example, Dr Pepper is a major sponsor of the College Football Playoff, which crowns a national champion at the end of each season. The company also sponsors the Heisman Trophy, which is awarded annually to the most outstanding college football player in the country.

What’s more, Dr Pepper partners with a number of college football programs and conferences to provide support for a variety of initiatives and events. For example, the company is a sponsor of the Atlantic Coast Conference's (ACC) Football Championship Game and the Southeastern Conference's (SEC) FanFare event, which takes place during the SEC Championship Game. Dr Pepper also partners with individual schools, such as Texas A&M University and the University of Alabama, to provide support for various programs and events.

Deeper Impact of the Dr Pepper College Football Sponsorship

The impact of Dr Pepper's college football sponsorship extends beyond just the game-day experience, however. The company's support for college football also has a positive impact on local communities and economies. According to a study by the National Retail Federation, college football fans spent an average of $506 on game-related expenses in 2019, including tickets, merchandise, and food and beverage. This spending can provide a significant boost to local businesses and economies, particularly in college towns where football is a major source of revenue.

In addition, Dr Pepper's support for college football helps to promote higher education and the benefits of attending college. By providing scholarships and supporting college programs and events, Dr Pepper is helping to make higher education more accessible and affordable for students across the country. The company's sponsorship also helps to promote the values and benefits of college football, including teamwork, dedication, discipline, and perseverance.

Controversies About the Dr Pepper College Football Sponsorship

Dr Pepper's college football sponsorship has not been without controversy, however. In recent years, there has been increased scrutiny of the role that corporate sponsors play in college sports, with some critics arguing that such sponsorships can compromise the integrity of the game and create conflicts of interest. Others have raised concerns about the potential for student-athletes to be exploited for commercial gain.

Despite these concerns, however, Dr Pepper's college football sponsorship remains a beloved tradition among fans and a valuable source of support for college football programs and events. The company's commitment to promoting higher education and providing scholarships to deserving students is a testament to its values and its belief in the power of college football to inspire and uplift. These concerns are also small potatoes compared to the way in which college athletes, in the past, could not even profit from their own abilities and likeness when the NCAA, for instance, would license sports teams in its association for things like video games.

The Bottom Line on the Dr Pepper College Football Sponsorship

Overall, Dr Pepper's sponsorship of college football is a partnership that goes beyond the field. Through initiatives like the Dr Pepper Tuition Giveaway, the company is helping to make higher education more accessible and affordable for students across the country. With college tuition constantly rising, the positive attributes of programs like the Dr Pepper College Football Sponsorship far outweigh any controversy or perceived conflict of interest. The sponsorship also provides a significant boost to local communities and economies, and helps to promote the values and benefits of college football. While there are certainly valid concerns about the role of corporate sponsors in college sports, Dr Pepper's commitment to supporting college football and promoting higher education is a positive example of how such sponsorships can be used for good.

Andrew DePietro

Author: Andrew DePietro

Senior Researcher, and Content Strategist

Andrew DePietro is a finance writer covering topics such as entrepreneurship, investing, real estate and college for BrokeScholar, Forbes, CreditKarma, and more.