Cox Media Group launches new hub for college sports fans
Building on the strength of successful sports coverage of the SEC and Big 10 Conferences, Cox Media Group has launched DieHards.com as a hub for college sports news and information. This new national site fuels fans' interest in the top college sports conferences, including the Atlantic Coast Conference, the Big 10 Conference, the Big 12 Conference, PAC-12 and the Southeastern Conference.
Texas Pete Hot Sauce and Zaxby's were flagship partners in 2016 that have secured category exclusive sponsorships on DieHards.com. Texas Pete will have "Official Hot Sauce" and Zaxby's will have "Official Chicken Restaurant" designations inside DieHards.
Texas Pete and Zaxby's exclusive partnerships extend across DieHards' coverage of three of the five major conferences. By taking advantage of DieHards' exclusive sponsorship and unique integration model, Zaxby's and Texas Pete leverage video content, and ownership of thematic content series to align their brand with the passion of college sports.
"We have been thrilled with how DawgNation, SEC Country, and Land of 10 have established themselves as the authority in college sports coverage," said CMG Vertical Businesses Publisher Amy Glennon. "The natural progression in our growth model is to launch the remaining Power 5 Conferences and a national umbrella site (DieHards.com) with the goal of offering the same level of team coverage for the entire country."
Glenn Garner, chief marketing officer of Glenn Foods, describes the Texas Pete® partnership with Cox Media Group as "a huge deal." He added, "We are excited to be associated with coverage of these storied conferences and top-notch teams and look forward to a successful season and partnership."
"DieHards is a match made in heaven with both Texas Pete and Zaxby's. They have been big believers in the power of college sports," said Glennon. "We love the partnership with both brands because we all have a deep affinity for football fans and how best to serve them."
"We see this partnership as an opportunity to reinforce Zaxby's position as the Official Chicken of Sports Fans," said Zach McLeroy, CEO and co-founder of Zaxby's. "We are confident that DieHards is a great platform to get us in front of a national, football-loving fan base."