Located inside the convention center, Modelo's activation allowed attendees to snap images of themselves with props like turnover chains, oversize hats, and golden footballs, which they could then turn into personalized trading cards that were printed on site and shared digitally.Photo: Courtesy of Modelo
The College Football Playoff (CFP) National Championship game is the culmination of a series of semifinal games that rotate annually among six bowl games—the Goodyear Cotton Bowl, Vrbo Fiesta Bowl, Chick-fil-A Peach Bowl, Capital One Orange Bowl, Allstate Sugar Bowl, and the Rose Bowl Game, presented by Prudential.
This year, festivities kicked off on Jan. 5 with Playoff Fan Central, a three-day, free event that ran from Friday to Sunday at the George R. Brown Convention Center. It included games, youth sports clinics, pep rallies, and band performances, as well as sponsor activations, special guest appearances, autograph signings, and exhibits celebrating college football history.
In conjunction, the Allstate Championship Tailgate took place before kickoff on Monday at NRG Stadium. Fans were able to enjoy interactive games, sponsor activations, concessions, live ESPN broadcasts, and performances by each team’s marching band and musical acts on the Capital One Music Stage.
Brands like AT&T, Modelo, and ESPN were on site to engage attendees during College Football Playoff Championship Game weekend. Keep scrolling to see the activations that scored with fans as well as highlights from some of the big bowl games leading up to the final matchup...
CFP Guest Lounge
The team from Revere was tasked with creating the theme for this year’s hospitality lounge. As in years past, the Revere creative team wanted to incorporate visual notes from the host city while dovetailing in a variety of seating and culinary options to accommodate all the guests who frequented the lounge.
Photo: Courtesy of College Football Playoff
Rich leathers, faux cow rugs, dark woods, and custom wallpaper helped to tie the area together. Using a combined 54 linear feet of light boxes, Revere created two separate “back porch” experiences that showcased East and West Texas vibes, complete with patio lights, rocking chairs, a subtle breeze, and even the sound of crickets.
Photo: Courtesy of College Football Playoff
ESPN’s 2024 “Big Ring”
This year, ESPN debuted the “Big Ring” during the big game. It features a traditional championship ring design but on a much bigger scale. The silhouette of the ring is in the shape of Houston’s NRG Stadium, and it’s covered in 10 diamonds signifying the 10 years of the CFP era, four rubies representing this year’s four-team playoff structure, and 133 smaller diamonds representing the 133 programs in the Division I Football Bowl Subdivision.
Photo: Courtesy of ESPN
Designed by Raven Lake Studio and in partnership with Arts & Letters Creative Co., the ring is about one foot in height and width and is worn on three fingers. The ring appeared at Playoff Fan Central and within ESPN programming leading up to the championship game. Players from Michigan had a chance to wear the ring on the field immediately following their win.
Photo: Courtesy of ESPN
AT&T Fan Bowl
At Playoff Fan Central, AT&T’s activation centered on the telecom company’s 5G helmet, which deaf and hard-of-hearing football players at Gallaudet University used for coach-to-player communication this fall. In addition to the helmet being on display, fans participated in a virtual game called Pass It Forward, in which users executed play calls conveyed through a 5G helmet-themed filter displayed on an LED wall. For each completion in the game, AT&T donated up to $50,000 to Extra Yards for Teachers, the CFP Foundation’s primary platform.
Photo: Courtesy of AT&T
The tech-enhanced helmet features an augmented reality lens fastened to the front, which coaches can send play calls to via a custom tablet application. Gallaudet quarterbacks Brandon Washington and Trevin Adams (pictured) were on hand to discuss the AT&T 5G helmet. This was AT&T’s 10th year sponsoring the College Football Playoff.
Photo: Courtesy of AT&T
AT&T Playoff Playlist Live!
At Shell Energy Stadium, the company hosted a three-day free concert series called AT&T Playoff Playlist Live!. It featured hip-hop and country music headliners including Jack Harlow, 2 Chainz, Jon Pardi, Jake Owen, and Megan Moroney.
Photo: Courtesy of CFP
ESPN and CFP’s Allstate Party at the Playoff
On Jan. 6 at X Atrium @ POST Houston, the 10th annual Allstate Party at the Playoff event, which was produced by 15|40 Productions, merged the worlds of football and the South with a Texas theme.
Photo: Courtesy of ESPN
Attendees walked the event’s iconic blue carpet.
Photo: Courtesy of ESPN
Guests could grab a beverage from the Neon Saloon and a treat from a custom churro station.
Photo: Courtesy of ESPN
Interactive experiences included a photo opportunity with the College Football Playoff National Championship trophy and the chance to snag football friendship bracelets a la Taylor Swift.
Photo: Courtesy of ESPN
The evening featured a musical performance by The All-American Rejects.
Photo: Courtesy of ESPN
Modelo Full-Time Fans Experience
Located inside the convention center, Modelo's activation allowed attendees to snap images of themselves with props like turnover chains, oversize hats, and golden footballs, which they could then turn into personalized trading cards that were printed on site and shared digitally.
Photo: Courtesy of Modelo
Fans could also play college football video games against their friends. They also received branded commemorative pins, eye blacks, and koozies, and were encouraged to enter the Modelo Overtime Sweepstakes for a chance to win free beer for the next college football season.
Photo: Courtesy of Modelo
Great Clips
Hair salon chain Great Clips hosted an on-site activation at the Allstate Championship Tailgate, offering ticket holders the opportunity to receive spray-painted hair designs in their team’s colors from Houston-based Great Clips stylists. Additionally, the company was also the presenting sponsor of CFP Media Day on Jan. 6 at the George R. Brown Convention Center.
Photo: Courtesy of Great Clips
Cheez-It Flexin’ Section
On Jan. 1, during Cheez-It Citrus Bowl at Camping World Stadium in Orlando, superfans and players were able to get into the game-day spirit inside the Cheez-It Flexin’ Section, a barbershop- and spa-inspired experience on the field.
Photo: Courtesy of Cheez-It
On-site treatments included orange hair dye jobs, mani/pedis (or “cheddiz”), cheese-scented massages, and a dip in the Cheez-It on-field hot tub. "After last year's excitement around our 'Feelin' the Cheeziest' hotel rooms, we knew we had to take the fan and player experience to the next level," said Cara Tragselier, senior brand director for Cheez-It, in a statement.
Photo: Courtesy of Cheez-It
The brand’s player partners were able to get a fresh cut before the game, along with an unlimited supply of the snacks.
Photo: Courtesy of Cheez-It
In order to gain access to the special section, fans had to prove their fandom by receiving one of the complimentary Cheez-It Citrus Bowl Cutz at the pregame FanFest. Fans who got the most absurd look had a chance to gain access to the on-field “V.I.Cheez” seats.
Photo: Courtesy of Cheez-It
Pac-12 Championship Game
On Dec. 1 at Allegiant Stadium in Las Vegas, the Washington Huskies took on the Oregon Ducks in the 2023 Pac-12 Football Championship Game. The event’s VIP Tailgate Party featured a performance by Cirque du Soleil's Mad Apple; hair and beard braiding stations; airbrush tattoos; and tailgate games like mini-golf, giant Jenga, cornhole, and field goal kick.
Photo: Courtesy of Pac-12
At the start of the game, "The Star-Spangled Banner" was sung by Cirque du Soleil's Sollane Nkhela.
Photo: Courtesy of Pac-12
Pop-Tarts Bowl
Honorable mention goes to the college football season’s hottest star—the mascot at the Pop-Tarts Bowl. This was the first year that Pop-Tarts was the title sponsor of a college football bowl game. Established in Miami as the Blockbuster Bowl, the event then moved to Orlando in 2001 as the Visit Florida Tangerine Bowl and has spent time as the Champs Sports Bowl, Russell Athletic Bowl, and, most recently, the Cheez-It Bowl.
After winning the game on Dec. 28 in Orlando, Kansas State’s football team gathered on the field around a giant toaster where the mascot named ​​Strawberry emerged as an edible version of itself for the players to nosh on.
After winning the game on Dec. 28 in Orlando, Kansas State’s football team gathered on the field around a giant toaster where the mascot named ​​Strawberry emerged as an edible version of itself for the players to nosh on.
Photo: Courtesy of @poptartsbowl/Instagram
