ESPN Cashing In With College Football Ad Sales As 34 New Advertisers Join In

Ad sales at ESPN have surged as 34 fresh sponsors sign on for college football's 2025 season. The network's revenue jumped 15 percent above last year's strong numbers. They've locked in 90 percent of regular-season spots, while playoff slots stand at 85 percent filled.

"It's inarguable that college football has positioned itself as that clear No. 2 behind the NFL," said Nick Dawson, ESPN's SVP of college sports programming and acquisitions, according to Sports Business Journal.

Across ESPN's channels, college sports snag 40% of sports ad dollars. The push started in spring sales talks, backed by faithful clients who buy spots year after year. Short ads pack big games. Long spots fill slower times.

Last-minute prices have shot way up, says Jim Minnich, who runs Disney Advertising's money plans. Fresh blood flows in from five new business types. Toy sellers want in. Crypto companies can't wait to buy.

SEC games bring cash. ESPN owns those rights. Most brands buy all day long instead of picking one time slot. They want eyes on screens from dawn to dusk.

"They're not just cherry-picking," Minnich said. "They're looking to honestly try and capture any of the storylines that are happening per day. You never know when a storyline hits, right? Who would've thought that Florida State would've dominated Alabama."

Friday nights will see more games, with ACC and Big 12 teams taking the field. ESPN made this choice after changing when NBA games air. Short games mix with long ones. Quick scores lead to wild finishes.

"We don't have Friday night windows in October/November with NBA on ESPN like we did in the past," Dawson said. "So we could be way more consistent there from a college football perspective."

Women-focused brands now buy more football ads. They see gold in big game crowds. ESPN runs 70% of college football shows, making it the top spot to reach fans. Ads hit homes coast to coast, from tiny towns to big cities.