Allstate-sponsored event will bring extra excitement to early-season college football games, starting Sept. 9 when the Crimson Tide host the Texas Longhorns

DALLAS – The newly created Allstate Crossbar Classic is coming to a screen or field near you. Through an agreement with LEARFIELD, the media, data, and technology services leader in intercollegiate athletics. The newly created game will highlight a marquee regularseason matchup that will be played at the home field location of the host team. The event will bring a bowl-style atmosphere and promotion to an early-season game, amplifying the excitement of some of college football’s most passionate fans. The first game of the new annual series kicks off on Sept. 9 when the Crimson Tide host the Texas Longhorns.

Alabama and Texas have dedicated fanbases, making the first game an incredible early season matchup. Through crafted brand marketing, including original content created by LEARFIELD Studios, fans will learn how both teams have been preparing for the longstanding rivalry game.

“The annual Crossbar Classic will launch a new tradition in college football,” said Dan Keats, director of consumer marketing and sponsorship at Allstate. “It’ll elevate and celebrate the teams and their fans sparking new memories and ways to enjoy big college football matchups early in the season.”

Allstate has been a supporter of college sports for decades through its signature field goal nets, cornerstone scholarship program, and individual college sports sponsorships and initiatives that have been industry staples.

“We are thrilled to help Allstate expand its commitment to college sports through the development of the Crossbar Classic which will enhance the fan experience and game-day excitement of key match ups of our partner institutions,” added Roy Seinfeld, LEARFIELD’s SVP of National Sales.

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LEARFIELD is a media, data, and technology services leader in intercollegiate athletics. The company unlocks the value of college sports for brands and fans through an omnichannel platform with innovative content and commerce solutions. LEARFIELD services include licensing and collegiate sports properties’ multimedia sponsorship management; publishing, audio, digital and social media; data analytics and insights; ticketing software; and ticket sales, premium seating, and fundraising services; branding; campus-wide business and sponsorship development. Since 2008, it has served as title sponsor for NACDA’s acclaimed LEARFIELD Directors’ Cup, recognizing athletic departments across all divisions.