Old Trapper renews CBS Sports partnership for 2026 season

Old Trapper will return as presenting sponsor of CBS Sports’ Inside College Football for the 2026 season, extending a broader multiplatform partnership that includes live college football and basketball coverage. The deal keeps the brand in front of college sports fans through on-air integrations, social content and game-day sponsorships.

Why it matters: - Old Trapper is using college sports to stay in front of a large, loyal audience during the 2026 season. - The renewed CBS Sports partnership extends the brand’s reach beyond a single show into live football and basketball coverage. - The deal gives Old Trapper repeated visibility through television, social media and in-game sponsorships.

What happened: - Old Trapper announced a continued partnership with CBS Sports for the 2026 season. - Old Trapper will again serve as Presenting Sponsor of "Inside College Football," which airs Tuesday nights on CBS Sports Network. - The announcement was made Oct. 1, 2026, from Forest Grove, Oregon.

The details: - The sponsorship continues the expanded partnership introduced last year. - Old Trapper’s integration includes the "What’s Your Beef?" segment on Tuesdays during ICF. - The package also includes on-screen branding, social media polls and custom segment graphics. - Old Trapper’s CBS Sports deal also covers presenting sponsorships of live prime and late college football games. - Those football placements include Player of the Game segments and in-game sponsor graphics. - The broader agreement also includes live college basketball coverage. - In select basketball matchups, Old Trapper will receive branded billboards and Player of the Game highlights. - Old Trapper Chief Marketing Officer Robert Leary said the partnership helps the brand connect with viewers who share its enthusiasm for college football and beef jerky.

Between the lines: - The renewal signals that CBS Sports and Old Trapper see value in making the sponsorship more than a standard ad buy. - The mix of studio segments, live-game mentions and social content suggests the brand wants steady exposure throughout the college sports calendar. - The partnership also shows how consumer brands are leaning on sports programming to build familiarity and recall with fans.

What's next: - Old Trapper will remain visible across Inside College Football throughout 2026. - The brand will also appear during select college football and college basketball broadcasts as the season unfolds. - Additional fan engagement is likely to continue through polls, graphics and recurring segment integrations.

The bottom line: - Old Trapper is doubling down on college sports as a year-round marketing platform, with CBS Sports giving the jerky brand recurring exposure across multiple shows and game broadcasts.