DALLAS — For the second year in a row, Avocados From Mexico (AFM) is partnering with the College Football Playoff (CPF) as the Official Avocado Brand of the CFP.

"This year, the competition will be the most exciting yet,” said Ryan Allen Hall, senior director of public events and sponsorships for the CFP. “And it's all possible because of the support of college football fans. That's why we're committed to an exceptional fan experience and why we are excited to partner again with Avocados From Mexico.”

The company is launching its new marketing campaign for the season, ‘Always a Good Play,’ along with its first school-specific sponsorship with University of Georgia Athletics, courtesy of Learfield's Sports Marketing, AFM said.

AFM has also expanded its Disney College Football partnership to be the presenting sponsor of the ESPN Noon Halftime Show and the presenting sponsor of a new pre-game show on SEC Network, "SEC Now Live From."

"Football and guacamole go hand-in-hand, and this year the CFP is anticipated to have even more viewers and occasions to enjoy fresh Avocados From Mexico," said Stephanie Bazan, AFM’s senior vice president of commercial strategy and execution. "That's what makes this partnership such a perfect fit. Being the Official Avocado Brand of such a beloved event allows us to reach football fans across the country and remind them to shop for fresh avocados to prepare their game day recipes, whether they're tailgating or watching at home. We're incredibly proud that Mexico is the leader in avocado imports October through December, allowing us to provide a steady supply to meet demand, even beyond the College Football Playoff."

AFM said the Always a Good Play campaign will involve the following four components:

1. Incentives and giveaways

“College football is about to get even more exciting with the chance to win free avocados and an all-expense-paid trip to the 2025 College Football Playoff National Championship Game in Atlanta, Georgia, on Monday, January 20. Shoppers can enter for a chance to win with every purchase from the themed bins found in stores.”

2. New, thematic packaging

“Retailers will direct shoppers' attention to Avocados From Mexico with bright, themed bins that bring the game day energy. With 80% of the avocado business based on bulk, providing consumers with larger bags and bins will encourage the concept of bulk purchasing.”

3. Big shopper savings

“When shoppers buy a bag of Avocados From Mexico, they can receive an instant $1.50 cash back by uploading a photo of their receipts via the QR code on in-store displays. The brand is also giving consumers a national repeat purchase offer, where fans can get free avocados when they shop for avocados frequently. Through its bag and bulk options, Avocados From Mexico hopes to impact shopping behavior during this season and beyond, incentivizing consumers with free goods when they purchase in multiples.”

4. Digital toolkit for stores

“Complete with logos, high-resolution assets, social posts and more, this toolkit provides retailers with everything they need to reach consumers online.”

"As the first produce brand to advertise in both the Big Game and the College Football Playoff, we are proud to have built such close ties to the game of football," said Alvaro Luque, AFM president and CEO. "It's a sport that brings people together — and there's no better feeling than rooting for your favorite team over a freshly-prepared bowl of guacamole. We know that our brand plays a big role in making football season extra special and aim to continuously find innovative ways to show shoppers how they can make their game day one to remember."