Southwest Airlines has signed on as presenting sponsor for ABC’s new Saturday night ESPN/ABC College Football franchise.
Terms of the deal were not disclosed.
The sponsorship is multimedia in nature and is expected to incorporate broadband and mobile elements.
ABC, which gave up its Monday night professional football franchise, is looking to build a new foothold on Saturday, a night when the other broadcast networks are programming reruns.
The popularity of college football has been surging in recent years, and the game has become increasingly attractive to advertisers.