HomeHomechevron rightInsightschevron rightCase Study: The Winning Strategy Behind Chick-fil-A's Collegiate Sponsorships

Case Study: The Winning Strategy Behind Chick-fil-A's Collegiate Sponsorships

SponsorPulse Staffby SponsorPulse Staff
3 mins read
April 8, 2024
ShareLinkedinFacebookTwitter
Photo by Brad Minimdesignco, courtesy of Unsplash

Chick-fil-A's dedication to collegiate athletics stands as a compelling illustration of sponsorship deals that can truly alter the game for brands aiming to engage with millions of fans.

In the fast-paced world of collegiate sports, where rivalries ignite passions and traditions run deep, sponsorship deals can be a game-changer for brands seeking to connect with millions of devoted fans. 

Chick-fil-A's commitment to collegiate athletics, particularly its title sponsorship of the Peach Bowl, is a prime example of such a success story. 

Let's delve deeper into the impact of the Peach Bowl sponsorship and how it's become a touchdown for Chick-fil-A.

A Long-Standing Champion

Since 1996, Chick-fil-A has held the title sponsor reigns of the Peach Bowl, making it the longest-running current partnership among all bowl games in college football. 

What makes this partnership remarkable is its longevity — for 26 years, Chick-fil-A has been a critical player in shaping the landscape of college football, aligning its brand with the excitement and energy of one of America's most beloved sports.

In December 2020, Chick-fil-A and Peach Bowl, Inc. reaffirmed their commitment, extending their agreement through the 2025 bowl game. 

This extension solidifies Chick-fil-A's presence in college football and synchronizes with the Bowl's current College Football Playoff contract, ensuring maximum visibility and impact for both parties.

A College Football Powerhouse Audience

Collegiate athletics hold a special place in the hearts of many Americans. 

These properties reach hundreds of millions of viewers annually, with NCAA Football leading the pack of collegiate sports properties. 

Chick-fil-A taps into this massive, passionate audience by aligning itself with a premier bowl game like the Peach Bowl — and the results speak for themselves.

According to our data, Chick-fil-A's longstanding collegiate sponsorships have yielded impressive brand awareness: 62% of engaged viewers recognize them as sponsors.  

But brand awareness is just the beginning. Chick-fil-A surpasses other NCAA Football sponsors in a crucial aspect – converting that awareness into positive brand perception. Our analysis shows a 51% impact on brand favorability and a 45% influence on purchase intent among those aware of the sponsorship

In simpler terms, Chick-fil-A isn't just getting its name out there — it's actively cultivating positive brand sentiment and driving purchase decisions.

Succeeding On and Off the Field

Since their inception, the combined Chick-fil-A Peach Bowls and Kickoff Games have generated a staggering $1.2 billion in total economic impact and $72.8 million in direct tax revenue (as of 2020).  

  • Attendance figures are equally impressive, with 2.76 million fans experiencing the games firsthand and an astounding 22 out of the last 24 Peach Bowls selling out completely. 

This consistent sell-out streak speaks volumes about the event's popularity and positive association with the Chick-fil-A brand. Lastly, the partnership extends beyond the economic realm, fostering charitable endeavors: 

  • Throughout this period, a remarkable $57.2 million has been donated to charities and scholarships, highlighting Chick-fil-A's commitment to giving back to the community alongside the excitement of college football.

By aligning its brand with the passion of college football, Chick-fil-A has boosted its reputation, created value, and enhanced the fan experience — the perfect trifecta.

Playing the Long-Term Game

Chick-fil-A's dedication to the Peach Bowl and collegiate athletics exemplifies the power of a long-term sponsorship strategy.  

Chick-fil-A achieved exceptional brand awareness, positive sentiment, and measurable economic impact by consistently associating the brand with a prestigious bowl game and the broader NCAA landscape.  

This enduring partnership demonstrates the win-win scenario that well-crafted sponsorships can create for the brand, the sport, and the fans.

To dive deeper into the sponsorship impact of quick-service restaurants and other brands, create a free account to access our Benchmark Report, gain valuable insights, and inform your next sponsorship decision.