ATLANTA Chick-fil-A has expanded its promotional efforts involving college football by signing on as a sponsor of ESPN’s “College GameDay.”
The highlight of the sponsorship is a segment titled “Mascot Movers” and will come at the end of the show, when analyst Lee Corso predicts the winning team by putting on the mascot head of the university he favors. ESPN event staff will wear uniforms co-branded with the Chick-fil-A logo when they bring a crate containing the head to the set.
ESPN and the chain also will conduct an online contest in which visitors to the network’s website can guess what mascot will be in the crate. Weekly winners will receive a trip to the 2008 Chick-fil-A Bowl game on Dec. 31 and free food for a year.
The chain will air TV spots during each show and broadcast a live shot of the Chick-fil-A “fan interaction area” on college campuses that host the telecast.
In addition to sponsoring the bowl game, the chain sponsors the Chick-fil-A College Kickoff, which “College GameDay” will air on Aug. 30 as its first matchup of the year.