College football is back, and so are sports-focused campaigns from some of the biggest brands. Catch up on all the marketing and advertising news you need to know in our Weekly Must Reads.

College Football’s Opening Weekend Highlights NIL Change

This summer saw a landmark change for college athletes, with the NCAA approving new regulations that allow its athletes to profit from their own name, image and likeness (NIL). With college football season officially kicking off last weekend, we’re now seeing the first big wave of advertisers featuring some of the most notable amateur players. Dr Pepper’s new “Fansville” ad stars Clemson quarterback DJ Uiagalelei, while brands like United and Denny’s announced their new marketing campaigns would involve several different college football players.

While these brands were quick to sign the newly eligible stars, others are playing the waiting game for a variety of reasons. Some are hesitant because of the vague rules surrounding the NCAA’s policy change, and other companies are waiting to see how athletes perform in their first weeks of the season before making any decisions. Catch up on all the latest advertising news in college football here: https://adage.com/article/marketing-news-strategy/college-football-first-big-marketing-test-nil-rules/2362876

Buffalo Wild Wings Celebrates Football Crowds

During college football’s Thursday night opening game between Minnesota and Ohio State, Buffalo Wild Wings debuted the first ad in its new “Greatest of All Times” campaign. The campaign asks which of their restaurant locations is the GOAT – and they have the AI and machine learning tools to find out. Buffalo Wild Wings partnered with Converge Technology Solutions to measure noise levels, tone and use of keywords at their sports bars, and will publish the result of a head-to-head competition between two locations in Minneapolis and Columbus.

The campaign is designed to encourage in-person dining, although the brand also quickly pivoted to additionally highlight takeout and delivery options due to the rise of the Delta Variant. Buffalo Wild Wings also created new football-focused menu items, which are featured in the campaign ads as well. Learn more about the technology involved in determining the GOAT location here: https://www.marketingdive.com/news/buffalo-wild-wings-gauges-crowd-noise-with-ai-for-sports-bar-competitions/605954/

Raise a Bud to Labor Day Weekend

Last week, ahead of the Labor Day holiday, Budweiser launched a new campaign titled “Raise a Bud” to celebrate US workers who have persevered through the last year and a half. The beer brand released limited edition cans that read “This Bud’s for You” on the side. As part of the campaign, Budweiser asked fans to nominate their favorite hard workers by posting a photo on social media with the hashtag #RaiseABud and tagging @budweiserusa. Yesterday, the brand chose 10 nominees to receive custom Budweiser cans, along with a check for three months of their wages.

The Raise a Bud campaign is part of the brand’s ongoing partnership with UpWork CoLab, a recruiting program that sets out to connect professionals with brands to create mutually beneficial collaborations on new projects. Check out the unique can designs and learn more about the campaign here: https://www.adweek.com/brand-marketing/budweiser-teams-with-upwork-to-celebrate-workers-for-labor-day-with-personalized-cans/

Nerds Partners with Dungeons & Dragons

Not to be stereotypical…but has there ever been a better brand collaboration? All jokes aside, following a record sales year in 2020, tabletop role-playing game Dungeons & Dragons has partnered with candy brand Nerds to offer new candies that feature D&D-style characters on the packaging. Customers who purchase the products through the end of 2021 can upload their receipt to nerdscandy.com/dnd to gain access to an exclusive Dungeons & Dragons adventure, named “Restoring Harmony.” Superfans can make more candy purchases, upload additional receipts, and earn up to six total game characters and seven D&D adventures.

In addition to game access, the brands also created a Restoring Harmony sweepstakes to reward select fans with Dungeons & Dragons prize packs. Find out more about this creative brand partnership here: https://www.licenseglobal.com/food-beverage/nerds-dungeons-dragons-partner-experience