Las Vegas is rolling out an ambitious, multi‑year campaign that seeks to make the city the epicenter of college football culture, from early‑season road shows to a full‑throttle fan experience that culminates with the 2027 College Football Playoff National Championship at Allegiant Stadium. The effort is led by the Las Vegas Convention and Visitors Authority, whose chief marketing officer Kate Wick says the city wants to demonstrate that the football experience here is distinct and superior.
A Citywide Campaign to Redefine College Football
The partnership roster includes Barstool Sports, which is staging a “Road to Vegas” tour that will travel across the country, and Yahoo Sports, which has granted Las Vegas a 100 % stake in its College Football Playoff Pick’em game. On3 and Amp Sports join the coalition, while Strip‑based sportsbooks and viewing parties will supply a steady stream of fan‑generated content that will be amplified throughout the fall.
According to Kate Wick, chief marketing officer for the Las Vegas Convention and Visitors Authority, the city aims to provide a football experience that differs from traditional venues, offering world‑class sportsbooks, immersive viewing venues and a year‑round calendar of events that set it apart from other college football destinations.
The centerpiece of the campaign is the January 25, 2027 showdown at Allegiant Stadium, where the nation’s top college teams will converge for the Playoff final. Leading up to that date, the city will host a series of road shows, social‑media activations and on‑ground fan festivals that weave the Strip into every stage of the season.
By integrating sports betting platforms, live‑streamed viewing parties and extensive digital content, Las Vegas hopes to transform how fans engage with college football, positioning itself as the go‑to location for both die‑hard followers and casual observers.