In all, Disney has more than 65 brands signed on for college football, with 13 official college football playoff sponsors. 17 new brands have joined the fray, including Avocados from Mexico and IHG Hotels & Resorts.

Other returning brands include Modelo, Vrbo, Cheez-It, Chick-fil-A, Gatorade and more.

The 2023 season kicked off last week, building off the most-watched full season for college football in six years, and last week’s showdown between LSU and FSU pulled in nine million viewers on ESPN, the most-watched Sunday opener since 2016 and second best on record.