Dollar General tackles Big 12 sponsorship

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Dollar General tackles Big 12 sponsorship

By Michael Johnsen - 09/13/2017

GOODLETTSVILLE, Tenn. — Dollar General on Wednesday partnered with the Big 12 Conference and ESPN Events to serve as the Official Discount Retail Sponsor for the Big 12 Conference for the 2017-2018 academic year. Additionally, the major discount retailer will serve as the Conference’s Official Homegating and Tailgating Headquarters and exclusive sponsor of the Dollar General Big 12 Championship Tour, which plans to host events at each of the 10 Big 12 Conference collegiate campuses during the 2017 fall football season.

“Given our understanding of how college sports resonate with our shoppers, Dollar General is excited to partner with the Big 12 Conference and ESPN Events to serve as the Conference’s Official Discount Retail Sponsor," stated Jason Reiser, Dollar General's EVP and chief merchandising officer. "We are excited to bring the first-ever Tailgate Tour to campuses across the conference this fall,” he said. "With more than 14,000 stores, many of which are near the Big 12 universities, it’s certainly going to be an electrifying and fun year in Big 12 homegating and tailgating celebrations.”

The Dollar General Big 12 Championship Tour will visit a Big 12 Conference football game each week beginning on Sept. 16. Each week’s Tour stop is scheduled to include a former Big 12 Conference player to meet customers and sign autographs, a celebrity grill master, tailgate games, giveaways and prizes and the opportunity to see the new Big 12 Football Championship trophy. Festivities are in partnership with major Dollar General vendor partners and brands including Pringles, Cheez-It crackers, DiGiorno pizza, Bounty paper towels, Reese’s chocolate, Dixie paper products and Kingsford charcoal.

“The Big 12 appreciates the association with Dollar General,” said Big 12 Conference commissioner Bob Bowlsby. “The Championship Tour provides a unique opportunity to build upon the game-day energy at each of our campuses to promote the return of our football championship game – the only conference championship game that guarantees a matchup featuring its top two teams.”