The 2024 college football season has shown that the sport remains strong, with fan interest staying high throughout the year. From the regular season’s sustained excitement to the successes of bowl games, college football continues to engage fans, offering unique opportunities for brands to connect with one of the most passionate audiences in sports.
In this article, rEvolution EVP Larry Mann explores why college football remains a dominant force in sports marketing and how brands can tap into its unmatched potential.
The Regular Season: The True Heartbeat of College Football
The regular season is the backbone of college football, captivating fans week after week with marquee matchups, fierce rivalries, and unforgettable upsets. The 10 most-watched games of the 2024 regular season averaged 10.5 million viewers, with the Georgia vs. Texas matchup topping the list at 13.19 million viewers. These numbers represent some of the largest audiences for college football on any network, underscoring the sport’s ability to keep fans engaged throughout the season.
This consistent engagement isn’t limited to the biggest games. Every Saturday, fans tune in to watch their favorite teams, creating a powerful platform for brands to build loyalty and long-term value with a dedicated audience.
Bowl Games Prove College Football’s Year-Round Appeal
Bowl games have extended the energy of the regular season, and saw strong year-over-year viewership increases, with many growing by 20% or more. According to The Athletic, the Pop-Tarts Bowl and Alamo Bowl drew their largest audiences in years, even surpassing first-round Playoff matchups. Strategic marketing by bowl organizers has kept fans invested, showing how the postseason can sustain engagement even when teams don’t make the Playoff race. This loyalty underscores the sport’s year-round appeal and the opportunities it offers brands to connect with a passionate audience.
Brands: Tapping into Year-Round Engagement
The sustained excitement of college football—spanning the regular season and postseason—gives brands a unique platform to create authentic connections with fans.
- Consistent Visibility: Strategic partnerships and sponsorships allow brands to engage with fans throughout the year, building long-term loyalty and enhancing visibility across a broader audience.
- Targeted Reach: With 44% of college football fans watching most or all of their favorite team’s games, brands can tap into a consistently engaged audience throughout the season, enabling impactful, targeted campaigns.
- Collaborative Campaigns: From branded content to in-stadium activations, brands can collaborate with colleges, conferences, and events to create campaigns that resonate with college football’s diverse fanbase.
College football’s unmatched ability to engage fans week after week makes it one of the most powerful platforms for brands. It’s not just about the Playoffs—the sport thrives all season long. By leveraging the sport’s sustained excitement and loyal fanbase, brands have the opportunity to build meaningful, long-term connections with some of the most passionate sports audiences in the world.
If you’re interested in learning how rEvolution can maximize your brand’s impact within college sports, click here. For more information or to connect with us directly, visit our Contact Us page.