Dos Equis returns this college football season to up the ante as the Official Beer Sponsor of the College Football Playoffs.

With an exciting promotion in market August through October, every week Dos Equis is giving football fans a chance to win more than 400 prizes, including tickets to the College Football National Championship game in New Orleans.

“It’s no secret that college football fans are checking in and cheering on their team every day of the week,” Karla Flores, Dos Equis Brand Director, said in a press release. “That’s why we’re reminding consumers that if they consider themselves official college football fans, they should be drinking the official beer of the College Football Playoff all season long.”

Dos Equis shoppers are 51 percent more likely to buy Dos Equis for sports viewing (according to a 2017 HUSA Shopper Study), Dos Equis Lager is 55 percent more likely to be purchased for a tailgating event than other Mexican imports and 83 percent more likely than the rest of the beer category. In 2018, college football viewership peaked at nearly 28 million in the first half, and Dos Equis 24-ounce cans outperformed Mexican imports single-serve cans in all channels. Further, Dos Equis cans deliver +30 percent greater dollar lift when on display versus other leading Mexican imports in the grocery channel.

Dos Equis, package with 24 oz can

Dos Equis

The season-long promotion keeps fans engaged with football-themed prizes every week, as well as a chance to win tickets to the Championship Game in January 2020. Beer drinkers who show a passion for Dos Equis and a passion for college football can snap a picture of themselves with a Dos Equis and upload on social media using the hashtag #XXOFFICIALSWEEPS, or to the Dos Equis CFP microsite. Out-of-Home and digital media, PR extensions, consumer sampling (where legal), retail theater, limited-edition packaging, Bowl Game events and celebrity talent provide all the support to drive store traffic, shopper takeaway and higher basket ring.

Retailers can be certain the games will be high-profile, and Dos Equis drinkers will be enjoying the action. Passion for college football makes Dos Equis the right beer to kick off sales and profits with features and displays throughout the upcoming season.