Dr Pepper uses mixed reality, AI, and a little carbonation to transform college football marketing

Dr Pepper is expanding its college football marketing strategy with mixed reality experiences, AI-powered activations, and a commercial-free sponsorship of “The Pat McAfee Show” on ESPN. The beverage brand is deepening its ties with Disney and ESPN to reach college football fans through innovative technology and premium content partnerships.

What you should know: Dr Pepper’s enhanced college football playbook leverages cutting-edge technology to create immersive fan experiences during the sport’s most popular season.

• The brand is incorporating mixed reality elements that blend physical and digital experiences, allowing fans to interact with virtual content overlaid on real-world environments.
• AI-powered marketing activations will personalize fan engagement throughout the college football season based on individual preferences and behaviors.
• Dr Pepper is supporting a commercial-free hour of “The Pat McAfee Show,” strengthening its relationship with Disney and ESPN while providing uninterrupted brand exposure.

Why this matters: College football represents one of the most valuable advertising opportunities in sports, with brands competing for attention during peak viewership periods.

• The integration of emerging technologies like mixed reality and AI demonstrates how traditional beverage brands are evolving their marketing approaches to capture younger, tech-savvy audiences.
• Premium sponsorships of commercial-free content offer brands uninterrupted brand association with popular programming, a rarity in today’s cluttered media landscape.

The big picture: Dr Pepper’s technology-forward approach reflects the broader trend of brands using immersive experiences to differentiate themselves in crowded sports marketing landscapes.

• The partnership with Disney and ESPN provides Dr Pepper access to college football’s massive audience through multiple touchpoints across television and digital platforms.
• Mixed reality and AI activations position the brand as innovative while maintaining its strong association with college football culture.