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Pac-12 extends with major sponsor 76

Wide receiver Samson Nacua of the Utah Utes catches a touchdown pass over safety Jevon Holland of the Oregon Ducks during the second half of the Pac-12 Championship Game at Levi's Stadium (Photo by Thearon W. Henderson/Getty Images)

The Pac 12 US college sports conference has signed a multi-year extension to its deal with retail gas brand 76, the presenting sponsor of its American Football Championship Game.

76 will continue to serve as the game’s presenting sponsor until 2023. The company has backed the event since 2016, when it became the first-ever presenting sponsor of the game.

The new deal will also see 76 become an official sponsor of Pac-12’s annual men’s basketball tournament, starting from next year. Its sponsorship of the tournament will run until 2024.

The annual Football Championship Game is held at Levi’s Stadium, home of the San Francisco 49ers NFL team. Pac-12 has collaborated with 76 on a range of promotions and sweepstakes throughout the San Francisco Bay Area as part of their agreement.

76 will retain presenting sponsorship rights to post-game coverage of American football games, special editions of media day coverage and other American football programming across Pac-12 Networks.

The company will also receive significant on-field signage during the Championship Game, as well as in-arena brand exposure during the basketball tournament. Other rights will include hospitality benefits during the American football regular season, as well as digital and linear media assets across Pac-12 Networks.

Pac-12’s sponsorship portfolio also includes Dr Pepper, Gatorade, Geico, New York Life, Nike, Optus Bank and Unifi.