Activations to include six Tailgate Tour stops and new original content series from Learfield Studios featuring student-athlete and alumni star power
DALLAS – Kingsford, America’s #1 charcoal* and a leader in barbecue for more than 100 years, is firing up the coals on year two of their partnership with Learfield, the media and technology company powering college athletics, just in time for tailgating season.
The partnership, kicking off with Kansas vs. Missouri on September 6, will include a new original content series featuring student athletes and former players, along with six Tailgate Tour stops featuring some of the biggest rivalry games of the season! The partnership will showcase tailgating powerhouses Alabama, Arkansas, Florida, Georgia, Michigan, Missouri, Oklahoma, Oklahoma State, Ole Miss, South Carolina, Tennessee and Texas.
“Tailgating has always been part of who we are, and we’re excited to keep that fire burning as we head into another epic season with Learfield,” said Kingsford Director of Marketing Mitchell O’Furey. “This season we’re leaning into the rivalries, traditions, and school pride that make college football so special. Kingsford isn’t just fuel for delicious food, it’s fuel for fans to savor unforgettable moments with friends and family.”
Season two of Kingsford’s original content series comes with a new twist, providing featured student athletes with NIL opportunities for the first time. Shot and produced by Learfield Studios, the five-part series will be titled Passing on the Tradition and brings together current athletes and notable alumni from top college programs to fire up the grill and bond over team traditions, school pride and game day memories.
The five episodes of Passing on the Tradition will air in September and are set to be filmed at Alabama, Florida, Michigan, Oklahoma and Texas. Featured talent includes 1996 Heisman Trophy Winner Danny Wuerffel alongside Florida LB Myles Graham, Alabama great AJ McCarron with DL Tim Keenan III, Michigan alum Jon Jansen with fellow OL Blake Frazier, former Oklahoma OL Bobby Evans with current Sooner OL Troy Everett and two-time Heisman Trophy finalist Colt McCoy with Texas DB Michael Taaffe.
Kingsford’s 6-stop Tailgate Tour is also back in year two of the partnership and includes a return trip to Dallas for a 2-day stop at the Texas State Fair during the iconic Allstate Red River Rivalry between Oklahoma and Texas. Each stop will feature a barbecue showcase with appearances by renowned pitmasters such as Chris Lilly and Jess Pryles and fan-friendly photo ops.
Kingsford Tailgate Tour BBQ Showcase Dates
- Sep. 6 – Kansas at Missouri (Columbia, Mo.)
- Sep. 27 – LSU at Ole Miss (Oxford, Miss.)
- Oct. 10-11 – Allstate Red River Rivalry: Oklahoma vs. Texas (Dallas, Texas)
- Oct. 18 – Texas A&M at Arkansas (Fayetteville, Ark.)
- Nov. 15 – Texas at Georgia (Athens, Ga.)
- Nov. 29 – Ohio State at Michigan (Ann Arbor, Mich.)
“We are thrilled to continue this highly successful partnership with Kingsford across the country with 12 of college football’s top brands,” said Shawn Hegan, Learfield’s Executive Vice President of Global Partnerships. “Kingsford’s focus on student-athlete NIL opportunities, captivating storytelling content and authentic fan engagement makes this an impactful partnership on all levels.”
The partnership between Kingsford and Learfield was developed by Learfield’s corporate partnership team, which delivers brand partnerships to 145 properties nationwide. Year one saw the collaboration selected as a category finalist by the Sports Business Journal Awards, Hashtag Sports Awards and Cynopsis Sports Media Awards.
Follow along on Kingsford and Learfield’s social channels for all the Tailgate Tour action and barbecue goodness all season long. For more information or to order Kingsford products, visit www.Kingsford.com.
*Based on IRI unit sales data
About Kingsford
An American-made company founded over 100 years ago to make better use of wood waste, Kingsford remains America’s favorite charcoal based on IRI unit sales data. Over a century later, it’s still made in the USA with North American and global 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.