Dr Pepper's longtime corporate willingness to sponsor college football properties has now extended to the newest, shiniest property of them all.
The soft-drink brand and the College Football Playoff announced a six-year sponsorship deal Tuesday, with Dr Pepper becoming the presenting sponsor of the playoff championship trophy and the playoff's official corporate partner.
That trophy will not be the now-iconic "crystal football" Coaches Trophy, which will be awarded by the American Football Coaches Association to whichever team finishes No. 1 in the final Coaches' Poll and will be sponsored by the Amway corporation.
Already the title sponsor of events like the Pac-12 and ACC Championship Games, Dr Pepper will also sponsor ESPN's SEC broadcasts and the forthcoming SEC Network, ESPN announced -- the latter big news in Gulfport, Miss., no doubt.