Dos Equis announced a multi-year agreement with ESPN to become the official beer sponsor of the College Football Playoff (CFP).

As part of the CFP, Dos Equis will have opportunity to leverage a year-round marketing platform inclusive of rights to CFP marks, the opportunity to execute fan engagements on-site at CFP games, and logo usage rights on-pack for Dos Equis brands, as well as other content for the College Football Playoff Semifinals, College Football Playoff National Championship and the “New Years’ Six” bowl properties.

In addition to extensive integration throughout ESPN’s CFP coverage, Dos Equis will have a significant presence across ESPN’s platforms throughout the regular season. Through the course of the deal, Dos Equis will promote a variety of “Drink Responsibly” communications for fans 21+, alongside promotion of its various products.

“Both Dos Equis and college football have seen tremendous growth over the past decade and working with the College Football Playoff and ESPN will be a bold platform for Dos Equis,” said Nuno Teles, Heineken USA Chief Marketing Officer. “Millions of fans tuned in as part of last years’ record-setting championship telecast, and this is a remarkable opportunity to help our consumers stay thirsty during one of the biggest sporting events in America.