Kingsford and Learfield Team Up to Celebrate College Football’s Most Legendary Tailgaters

September 11, 2024

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Exclusive sweepstakes offers college football fans the chance to be featured in original content series - "King of the Tailgate" and "Kingsford Tailgate Cam"

PLANO, Texas- Kingsford, America's #1 charcoal* and a leader in barbecue for more than 100 years, announced today that they are working with Learfield, the media and technology company powering college athletics, to celebrate tailgate season with college football's biggest fans. The partnership features 12 of the hottest tailgating schools in the nation in Alabama, Arkansas, Florida, Georgia, Missouri, Oklahoma, Oklahoma State, Ole Miss, South Carolina, Tennessee, Texas, and Texas A&M.

Football and grilling fans alike will have the opportunity for a chance to win exclusive prizes and show off their tailgating - and grilling - skills before six key matchups throughout the college football season, kicking off with Alabama vs. Georgia in Tuscaloosa on September 28.

"No one brings the flavor and smoke to your tailgate like Kingsford, and we can't wait to see the different ways that fans celebrate their teams and light up the grill before kickoff," said Mitchell O'Furey, marketing director and studio lead at Kingsford. "Essential to this partnership with Learfield is not just great food, but championing tailgating traditions - whether at home or at the big game - and celebrating with fans all season long."

Kingsford Tailgate Tour Dates

• Sep. 28 - Georgia at Alabama (Tuscaloosa, Ala.)
• Oct. 12 - Red River Rivalry: Texas vs. Oklahoma (Dallas, Texas)
• Nov. 2 - Arizona State at Oklahoma State (Stillwater, Okla.)
• Nov. 9 - Georgia at Ole Miss (Oxford, Miss.)
• Nov. 16 - Tennessee at Georgia (Athens, Ga.)
• Nov. 30 - Texas at Texas A&M (College Station, Texas)

Kingsford and Learfield will host a pregame tailgate at each stop where they'll prepare mouth-watering recipes grilled over America's #1 charcoal and served hot off the grill.

Additionally, grillers at each school will be featured in "King of the Tailgate," a 12-part series produced by Learfield Studios that unpacks the tradition, rituals, and routines that make tailgating unique, while diving into the regional cooking styles and gameday delicacies that define each school's tailgates. "Kingsford Tailgate Cam" is a season-long celebration and journey through each school's liveliest and tastiest tailgates, all served up by Kingsford charcoal.

Fans will have the chance to participate in an exclusive sweepstakes by sharing their best game day tailgating (or "home-gating") photos, showcasing their impressive setups and delicious grill creations using Kingsford Charcoal to be featured on the "King of the Tailgate" virtual fan wall. Every submission to the virtual fan wall on Kingsford's website will also register on an interactive fan heat map illuminating the hotspots of passionate tailgaters across the nation. At the end of the sweepstakes, Kingsford will announce a winner at each of the 12 partner schools and a grand prize trip to one of the biggest rivalry games of the season.

"This partnership highlights the unique platform college athletics represents for blue chip brands like Kingsford to establish authentic connections with fans at a real passion point," said Shawn Hegan, Learfield's Executive Vice President of Global Partnerships. "We are excited to work with Kingsford to bring their products to life across college campuses this fall and to connect with fans in a meaningful way."

*Based on IRI unit sales data

About Kingsford
An American-made company founded over 100 years ago to make better use of Henry Ford's wood waste; Kingsford remains America's favorite charcoal. Over a century later, it's still made in the USA with 100% natural ingredients. Whether you're a first-time griller, retired professional football player or the neighborhood's king of the grill - there's no contest on flavor or experience. From the Kingsford Original briquets you grew up with to premium varieties trusted by chefs and grilling professionals, Kingsford is synonymous with the unique experience and authentic, wood-fired flavor of charcoal grilling.

About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.