Brands like AT&T, Capital One, and ESPN and CFP organizers hosted a range of events, activities, and activations during this year’s College Football Playoff game in Atlanta.
BIZBASH
by Michele Laufik
1.27.25
ATLANTA —The Ohio State Buckeyes claimed their first national title since 2014 after beating the Notre Dame Fighting Irish 34-23 in the College Football Playoff National Championship game in Atlanta’s Mercedes-Benz Stadium on Jan. 20.
According to ESPN, the game averaged 22.1 million viewers. It was the most-watched non-NFL sporting event over the past year, but a 12% drop from the 25 million who tuned in for Michigan’s 34-13 victory over Washington in 2024. The game faced some late-January competition from Inauguration Day coverage.
The College Football Playoff National Championship serves as the final game of the College Football Playoff (CFP), a bracket tournament between the top five ranked conference champions and the top seven ranked at-large teams that are selected by a playoff committee. This was the first year of the 12-team field.
Similar to previous years, the College Football Playoff National Championship weekend featured a slew of fan-friendly events and activities, including signature events such as the Playoff Fan Central, AT&T Playoff Playlist Live!, and the Taste of the Championship.
Keep scrolling to see more from the College Football Playoff National Championship in Atlanta…
Playoff Fan Central, which was produced by ELI Marketing, is a free family-friendly event that includes games, clinics, pep rallies, special guest appearances, autograph signings, and exhibits celebrating college football and its history. This year’s experience was held at the Georgia World Congress Center.
Photo: Courtesy of CFP Images
Ohio State and Notre Dame competed in the first national championship game of the 12-team College Football Playoff era.
Photo: Courtesy of CFP Images
Fans were able to make their mark on this 2025 mural.
Photo: Courtesy of CFP Images
At the center of Playoff Fan Central was a gold-hued football field where marching bands and cheerleading squads from both teams performed.
Photo: Courtesy of CFP Images
Ohio State’s mascot, Brutus Buckeye, was on hand to amp up the crowd.
Photo: Courtesy of CFP Images
Fans were able to pose with the trophies from the various bowl games that led up to the championship game.
Photo: Courtesy of CFP Images
Fans could pose in a customizable photo booth, which was able to display backgrounds for both teams.
Photo: Courtesy of CFP Images
Capital One’s Ultimate Field Goal Kick Challenge
Fans could show off their skills with an immersive field goal-kicking experience at the Capital One activation. Participants stepped onto a simulated football field to test their kicking skills, earning points by successfully kicking the ball through the uprights. This experience was developed in collaboration with rEvolution Marketing and MVP Interactive.
Photo: Courtesy of MVP Interactive
AT&T
Presenting sponsor AT&T once again offered its immersive passing game where fans could channel their favorite quarterback. Called TD Drive 2.0, the game challenged attendees to aim for the pass-play targets and rack up points. For completed passes, the telecom company donated $225,000 in dollars and devices to Extra Yard for Teachers (an initiative through the College Football Playoff Foundation) and Compudopt.
Photo: Courtesy of AT&T
Sabina Ahmed, assistant vice president of sponsorships and experiential at AT&T, said the space had 49,000 impressions throughout the weekend. The company teamed up with experiential agency Wasserman and media agency Hearts & Science to produce the activation.
Photo: Courtesy of AT&T
Fans could also step up to the AT&T locker room photo moment, which was filled with items such as branded jerseys, AT&T’s 5G Helmet, cleats, and more.
Photo: Courtesy of CFP Images
Fans could participate in meet-and-greets with college football greats like former Notre Dame quarterback Brady Quinn, Ohio State University wide receiver Cris Carter, and Colorado Buffaloes stars Shedeur and Shilo Sanders (pictured with fan). AT&T customers enjoyed VIP access through the dedicated Fast Pass lane for meet-and-greets.
Photo: Courtesy of AT&T
Puppies at the Playoffs
Angels Among Us Pet Rescue hosted an adoption event for dogs and puppies at Playoff Fan Central.
Photo: Courtesy of CFP Images
Chick-fil-A
Chick-fil-A was also on hand, challenging fans to test their running skills.
Photo: Courtesy of CFP Images
Great Clips
Hair salon chain Great Clips hosted an activation at Playoff Fan Central, offering fans the chance to score a haircut.
Photo: Courtesy of CFP Images
Modelo’s Quarterback Precision Challenge
Fans tested their quarterback skills in this challenge, where participants threw real footballs at an interactive screen to knock down virtual Modelo beer bottles. Each bottle carried a different point value. MVP Interactive partnered with Cogent World to bring this experience to life.
Photo: Courtesy of MVP Interactive
AT&T Playoff Playlist Live!
As part of its presenting sponsorship of the College Football Playoff National Championship, AT&T hosted this two-night concert series at State Farm Arena on Jan. 18 and 19.
Photo: Courtesy of CFP Images
Camila Cabello (pictured), Myles Smith, and Knox performed Sunday night.
Photo: Courtesy of AT&T
ESPN’s Allstate Party at the Playoff
Event producer 15|40 Productions paid tribute to the city of Atlanta at ESPN’s Allstate Party at the Playoff at Pullman Yards.
Photo: Courtesy of 15|40 Productions
Upon arrival at a replica of Atlanta’s Fox Theatre, visitors were treated to a nostalgic concession stand, complete with popcorn and a selection of candies. Guests then stepped into a green screen photo moment, allowing them to immerse themselves in a football-themed movie scene of their choosing. With an assortment of branded CFP props like letterman jackets, bullhorns, and pompoms, attendees became the star of the film. Each guest walked away with a printed movie poster featuring their personalized moment.
Photo: Courtesy of 15|40 Productions
Inside a recreation of a record store that honored Atlanta’s contributions to hip-hop history, guests had the chance to personalize hats.
Photo: Courtesy of 15|40 Productions
The hat station allowed guests to personalize caps by decorating them with custom pins and CFP-themed patches.
Photo: Courtesy of 15|40 Productions
Modeled after Atlanta drive-in The Varsity, this space offered up chili cheese dogs, while staff provided paper hats resembling those of the legendary restaurant, which featured the Party at the Playoff logo.
Photo: Courtesy of 15|40 Productions
The evening included a performance by local icon T.I.
Photo: Courtesy of 15|40 Productions
ESPN’s Big Ring
The 2025 ESPN Big Ring was designed to celebrate the College Football Playoff National Championship and the notable first year of the 12-team playoff. The design, created with Arts & Letters Creative Co., pays tribute to the host city of Atlanta, the bracket for the first-ever 12-team playoff, diamonds that represent every team in Division 1 college football, and the partnership between ESPN and the CFP.
Photo: Courtesy of Arts & Letters Creative Co.
At Playoff Fan Central, fans could pose with a version of the Big Ring in a 360-degree photo booth.
Photo: Courtesy of CFP Images
Day of Service
In partnership with Hands On Atlanta, College Football Playoff cultivated an experience to coincide with Martin Luther King Jr. Day to honor his legacy of service while supporting local educators and students. Volunteers from the College Football Playoff Foundation packed 1,000 STEAM kits, 1,000 meal kits, and 100 teacher support kits at Hope-Hill Elementary School.
The College Football Playoff Foundation, in partnership with the Chick-fil-A Peach Bowl, provided a library makeover for the school and donated $1,000 in DonorsChoose funding to every teacher in attendance.
Photo: Courtesy of CFP Images
“I wanted to start an event on MLK Day because I believe the best way to help yourself is to help others. Dr. King said, ‘Life’s most persistent and urgent question is: What are you doing for others?’ This day felt like the perfect opportunity to connect our foundation’s work with the mission of Extra Yard for Teachers, which celebrates and supports the educators shaping our future,” said Allison Doughty, director of events and hospitality services for College Football Playoff.
“By leveraging the corporate reach of the College Football Playoff and its partners alongside our foundation’s local focus, we aimed to make a meaningful difference in a local school. Supporting teachers is a no-brainer—it’s an investment in the future and a way to honor Dr. King’s legacy of service, not only on game day but on Martin Luther King Day as well.”
Photo: Courtesy of CFP Images
Taste of the Championship
On Jan. 19, Taste of the Championship, which was produced by ELI Marketing, was held at the Georgia Aquarium, offering attendees the opportunity to indulge in gourmet food and drink prepared by chefs local to Atlanta.
Photo: Courtesy of College Football Playoff
Lego Discovery Center Atlanta
In celebration of the game, Lego Discovery Center Atlanta transformed the center’s Miniworld into a miniature college football fan party. Outside the Lego version of Atlanta’s Mercedes-Benz Stadium, mini fans were dressed in red and green to cheer on their favorite teams. Included in the display was a Lego version of the ring that Ohio State won on Monday night.
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