Dollar General Kicks Off Big 12 Conference Sponsorship

Dollar General has teamed up with the Big 12 Conference and ESPN Events to serve as the official discount retail sponsor for the Big 12 Conference for the 2017-2018 academic year.

Additionally, the retailer will serve as the conference’s official homegating and tailgating headquarters and exclusive sponsor of the Dollar General Big 12 Championship Tour, which plans to host events at each of the 10 Big 12 Conference collegiate campuses during the 2017 fall football season.

“Given our understanding of how college sports resonate with our shoppers, Dollar General is excited to partner with the Big 12 Conference and ESPN Events to serve as the conference’s official discount retail sponsor. We are excited to bring the first-ever tailgate tour to campuses across the conference this fall,” said Jason Reiser, Dollar General’s evp/chief merchandising officer.

The tour will visit a Big 12 Conference football game each week. Each stop is scheduled to include a former Big 12 Conference player to meet customers and sign autographs, a celebrity grill master, tailgate games, giveaways and prizes and the opportunity to see the new Big 12 Football Championship trophy. Festivities are in partnership with major Dollar General vendor partners and brands.

The tour is also scheduled to be part of festivities during the 2017 Big 12 football championship game in Arlington, Texas, on December 2, the 2017 Texas Bowl in Houston on December 27, the Big 12 men’s basketball championship in Kansas City in March 2018 and the Big 12 baseball championship in Oklahoma City in May 2018.