Restaurant chains see success with NFL and NCAA football season promotions.

American consumers love their football, but they also love the food and drink that goes along with it. According to a recent QSR Magazine article, between September and January, dozens of restaurant chains find ways to connect with college or pro football.

You know it’s football season when you see crowded parking lot full of tailgating parties, or your local fast food chain is celebrating with some kind of NFL or NCAA football theme or promotion.

Papa John’s is putting their star franchisee, Peyton Manning, front and center with their ads and NFL sponsorship. Regional fast-casual chain, Stevi B’s Pizza Buffet, is giving away tickets to the SEC Championship game with partner Dr. Pepper.

“The (football) fan base is so huge and crosses almost all demographics,” explains Rob Prazmark, CEO 21 Sports & Entertainment Marketing Group.

This is a huge factor into why so many brands try and can connect with the sport, along with getting a return on their efforts. Papa John’s says it not only boosts their brand, but also their sales.

Although brands can’t use the strategy all year long. “One of the challenges is that football doesn’t have a 365-day platform,” Paul Swangard, professor of sport brand strategy at the University of Oregon, says. “QSR marketers need to understand how it fits into a broader, integrated strategy for year-round consumer engagement.”

Check out the full article here.