The 2024-25 NCAA football bowl season wasn’t just a showcase of gridiron greatness; it was also a masterclass in innovative marketing. From outside-the-box sponsorships to digital engagement, brands leveraged the season’s high energy and massive audiences to leave lasting impressions.
For small businesses, these big-budget campaigns may seem out of reach. However, the principles behind them can be adapted for businesses of any size. Let’s break down what each strategy teaches us and how local mom-and-pop shops can implement these lessons to grow their reach and strengthen customer loyalty.
Embracing Unique Sponsorships
Bowl Season Highlight: Duke’s Mayo Bowl & Pop-Tarts Bowl
The Duke’s Mayo Bowl continued its tradition of dumping mayonnaise on the winning coach—creating a spectacle that social media loved [Food & Wine]. Meanwhile, the Pop-Tarts Bowl debuted an edible mascot, taking fan engagement to a new (and delicious) level.
The Lesson: Be Memorable and Shareable
The real takeaway isn’t about mayonnaise or Pop-Tarts; it’s about creating moments that stick in people’s minds. Whether it’s humor, surprise, or spectacle, unique branding efforts can get people talking and sharing your story.
Application for Small Businesses
- Host quirky events: A local coffee shop could host a latte art competition with themes like superheroes or local landmarks, creating buzz on social media.
- Partner with community events: Sponsor a fun activity at a local festival or farmers’ market, like a pie-eating contest or a creative photo booth with your branding.
- Create memorable traditions: If you’re a bakery, maybe the first customer every Saturday gets a free “golden cookie.” It’s simple but shareable, both online and by word of mouth.
Leveraging NIL (Name, Image, Likeness) Opportunities
Bowl Season Highlight: Snoop Dogg Arizona Bowl
By compensating all participating players through NIL deals, the Arizona Bowl demonstrated a commitment to supporting athletes while aligning with Snoop Dogg’s brand values of community and empowerment [AP News]. This innovative approach highlighted the human side of college sports.
The Lesson: Support People, Not Just Products
People connect with people, not faceless brands. Highlighting individuals and supporting your community creates trust, loyalty, and relatability.
Application for Small Businesses
- Feature local personalities: Partner with local influencers, high school athletes, or community leaders to showcase your brand. A local hardware store could sponsor the town football team and feature players in social media posts.
- Empower employees: Highlight your team in marketing materials. For example, a florist could feature employees’ favorite flower arrangements on Instagram, turning staff into ambassadors.
- Give back: Offer sponsorships or scholarships for local events or programs. This builds goodwill and ties your brand to the community in a meaningful way.
Integrating Brands into Experiences
Bowl Season Highlight: Cheez-It Bowl’s Immersive Branding
Cheez-It created an immersive experience at the Citrus Bowl with themed weddings, fan giveaways, and giant displays, ensuring their brand was part of the entire game-day atmosphere [Food & Wine].
The Lesson: Go Beyond the Transaction
Creating an experience that extends beyond your product makes customers feel like they’re part of something bigger.
Application for Small Businesses
- Transform your space: A bookstore could host themed reading nights, like a Harry Potter evening with decorations, snacks, and costumes.
- Create event tie-ins: A local pizza place could sponsor game nights, offering discounts for customers who come in wearing their team’s colors.
- Make holidays special: During Valentine’s Day, a jewelry shop could offer “proposal kits” with champagne and flowers for couples ready to pop the question.
Utilizing On-Field Advertisements
Bowl Season Highlight: On-Field Ads Become the Norm
The NCAA’s approval of on-field ads brought sponsor logos front and center during games, ensuring maximum visibility for brands [Athletic Business]. These ads were impossible to ignore, both live and on-screen.
The Lesson: Placement is Everything
Strategic placement of your brand where it’s guaranteed to be seen can significantly impact visibility and recall.
Application for Small Businesses
- Strategic local sponsorships: Sponsor banners at community events, high school games, or local parades. A plumber’s logo on a Little League field can stick in the minds of parents who may need their services later.
- In-store branding: If your business is inside a larger venue, like a coffee cart in a library, ensure your logo and branding are prominent and appealing.
- Digital prominence: On your website, place CTAs (Call to Action) in high-visibility areas like the homepage header or landing pages, ensuring visitors know what to do next.
Engaging Fans Through Digital Platforms
Bowl Season Highlight: EA Sports & Discover Partnership
By integrating Discover ads into “College Football 25,” EA Sports targeted digital audiences who engage with the college football experience in virtual spaces [Sports Business Journal].
The Lesson: Meet Your Audience Where They Are
Digital platforms allow you to engage with your audience on their terms, whether through gaming, social media, or mobile apps.
Application for Small Businesses
- Use targeted social media ads: A painter could create Instagram ads showcasing vibrant before-and-after photos, targeting homeowners in the area.
- Create a rewards program: Use apps like Square or Toast to reward customers for repeat visits, encouraging loyalty while collecting data to better understand your audience.
- Leverage video: Post behind-the-scenes videos of your bakery making its famous bread or your electrician team wiring a custom lighting installation.
Wrapping It Up: The Big Game Plan
The 2024-25 NCAA football bowl season teaches us that successful marketing is about more than flashy ads or viral moments—it’s about creating genuine connections, memorable experiences, and strategic visibility.
For small businesses, the key is to adapt these principles in ways that align with your resources and audience. Whether it’s hosting a quirky event, partnering with local personalities, or leveraging digital platforms, the playbook from bowl season is full of actionable strategies for businesses of any size.
Ready to create your game-winning strategy? Visit our services page to see how Blackbird Digital can help you tackle marketing challenges and score big for your business!
