Kingsford, a powerhouse in grilling, is partnering with Learfield, a powerhouse in collegiate sports marketing on a series of tailgates and original content pieces. The partnership kicked off on September 6th, 2025 with a tailgate in Columbia, MO when Kansas came to town.

The second year of the partnership between the two companies focuses on college rivalries. They’ll hit the major rivalries, including the Red River rivalry between Oklahoma and Texas, and “The Game” between Ohio State and Michigan.

Tailgating has always been part of who we are, and we’re excited to keep that fire burning as we head into another epic season with Learfield. This season we’re leaning into the rivalries, traditions, and school pride that make college football so special. Kingsford isn’t just fuel for delicious food, it’s fuel for fans to savor unforgettable moments with friends and family.

Mitchell O’Furey, Director of Marketing at Kingsford

The full schedule of the Kingsford Tailgate Tour BBQ Showcase is as follows. They’ll feature barbecue, of course, and appearance from BBQ celebrities like Chris Lilly and Jess Pryles.

• Sep. 6 – Kansas at Missouri (Columbia, Mo.)
• Sep. 27 – LSU at Ole Miss (Oxford, Miss.)
• Oct. 10-11 – Allstate Red River Rivalry: Oklahoma vs. Texas (Dallas, Texas)
• Oct. 18 – Texas A&M at Arkansas (Fayetteville, Ark.)
• Nov. 15 – Texas at Georgia (Athens, Ga.)
• Nov. 29 – Ohio State at Michigan (Ann Arbor, Mich.)

Content Partnership

Beyond partnering on college tailgates, Kingsford and Learfield are also working together on original content. This year it’s a little different though because the featured student athletes will receive NIL opportunities.

The five part series will be called Passing the Tradition and will feature student athletes from Alabama, Florida, Michigan, Oklahoma and Texas. The participants will be the following.

• 1996 Heisman Trophy Winner Danny Wuerffel with Florida LB Myles Graham
• Alabama great AJ McCarron with DL Tim Keenan III
• Michigan alum Jon Jansen with OL Blake Frazier
• Oklahoma OL Bobby Evans with current Sooner OL Troy Everett
• Two-time Heisman Trophy finalist Colt McCoy with Texas DB Michael Taaffe

We are thrilled to continue this highly successful partnership with Kingsford across the country with 12 of college football’s top brands. Kingsford’s focus on student-athlete NIL opportunities, captivating storytelling content and authentic fan engagement makes this an impactful partnership on all levels.

Shawn Hegan, Learfield’s Executive Vice President of Global Partnerships

Learfield has ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners. Year one of their partnership with Kingsford brought award nominations for the collaboration.