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