The Culture of College Football (and how brands can win)

Written by Meg Asaro (FSU Seminoles), Head of Strategy.

It’s 1988. I’m cruising through Florida State University campus and pull up to a stop sign. I can’t help but notice the car in front of me, its neon lights flashing “Deion. Deion. Deion.”

That was the moment I knew I’d arrived in a completely new world: college football. Players walked the campus like demi-gods. Students questioned if it was inappropriate to ask for autographs. Deion Sanders was already a legend and, little did I know at the time, a branding extraordinaire finding his voice in real time.

The world of college football has continued to expand, and so have the opportunities for brands.

Speaking with our New York studio’s college football fans (and there are LOTS of us), we’ve gone deep into the phenomena of college football, and explored how brands can win the hearts and minds of fans today.

Passionate Fandom

Whether sports, music, or something more niche, passion is what unites fans. For college football fans, it’s ingrained in your personal culture and part of your identity.

“The devotion we feel when we step into the stadium is an almost religious experience.” – Katelynn Maloney (Kansas Jayhawks), Designer @ Vault49

Brands that cut through are the ones that celebrate the fan, meeting them in a shared passion for their favorite team and alma mater. Dr. Pepper is one brand that has gone all in on fandom.

What this means for brands: Gamify the experience. Make it interactive, engaging and, therefore, memorable.

Grassroots Experience

College football culture usually starts at home, passed down generations and through local communities. With 55% of college football fans living in the same state as their favorite team (vs. 45% for major pro sports, Sports Poll, Jan-Dec 2023), they’re also the most local fans.

“We grew up with college football, following in the footsteps of family members to choose where our allegiances lie.” – Katelynn Maloney (Kansas Jayhawks), Designer @ Vault49

What this means for brands: Don’t market from the boardroom. Go to the town, meet the people, embrace their rituals.

A More Exciting Game

Where the NFL is shiny, grown up, and all about the BIG money, college football has a more youthful messiness to it. More unpredictable, less scripted, it’s all part of the charm.

“The imperfections make the game feel more spontaneous and emotionally charged in a way that’s hard to find in the NFL.” – Harry Shaw (Ithaca Bombers), Junior Designer @ Vault49

With new NIL legislation, star athletes are getting younger and moving around more. Transfer windows have also changed, making a more balanced distribution of talent across the country. It’s made the game much more of an unknown, and it’s downright riveting.

What this means for brands: Be agile with your marketing plans. The game can change, literally overnight.

Timeless Relevance

College cliques, football players, cheerleaders. They’re all characters in one of the most iconic cultural stories of all time. From Revenge of the Nerds to Rudy to Van Wilder, this is the life chapter where we finally ‘grow up’, or at least get that big win.

There’s no doubt that college football and the culture around it will continue to grow. In fact, I’d say it’s the perfect example of Eternal Relevance. Once iconized by Ralph Lauren, brands like Sporty & Rich now lead the charge. Understanding that Gen Z is looking to be more referential to years past than their parents’ generation, they tell an aspirational yet attainable story.

What this means for brands: Understand intrinsic motivations of Gen Z to shape your brand building.

Alumni Powerhouse

Growing alumni associations are also looking for new ways to increase investment – both emotionally and financially. Securing brand partnerships that reflect their school’s ethos is one emerging way to ensure that they remain relevant. 

This season, we designed a collectible Limited Edition for Guinness and Notre Dame.