Competitive Edge - Sports & Entertainment Marketing News

Dr Pepper Turns Up The Heat For College Football


Dr Pepper® today revealed the 2023 limited-edition flavor of the beloved soft drink with the launch of Dr Pepper® Hot Take, available exclusively to Pepper Perks members beginning November 8th. Dr Pepper® Hot Take is a fiery turn on the original 23 flavors, harnessing the bold flavors of spicy peppers and honoring the sport and all of the hot takes that come with college football fandom.

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Discussion Questions:

  1. What is fandom?
  2. What is sponsorship?
  3. Why might a business or brand want to find ways to tap into fandom?
  4. How might sponsorship help a business or brand to reach consumers through fandom?
  5. How do you think businesses and brands determine which sports and entertainment properties to sponsor?
  6. Why do you think Dr Pepper invested in a NCAA sponsorship?
  7. Have you seen Dr Pepper marketing around NCAA football? What was it?
  8. What is sponsorship activation?
  9. Why is activation important for sponsors?
  10. Based on what you learned in this story, describe this activation from Dr Pepper.
  11. Why do you think the new flavor is limited edition?
  12. What is brand loyalty?
  13. Why is brand loyalty important to Dr Pepper?
  14. What are “Pepper Perks”?
  15. Why do you think the new flavor is available exclusively on Pepper Perks?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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