SEC, Sonic Drive-In reach sponsorship agreement as league's 'official quick service restaurant'

SEC Media Days is already stirring the pot with some gigantic news, but the latest announcement from the conference has nothing to do with the play we’ll see on the field.

Instead, it has more to do with what you’ll order while entering the drive-thru. On Tuesday, the SEC and SONIC Drive-In announced a sponsorship agreement, and the restaurant chain will now be dubbed the “Official Quick Service Restaurant of the SEC.”

Welcome to the @SEC, SONIC Drive-In!@sonicdrivein is now the Official Quick Service Restaurant of the Southeastern Conference

Details: https://t.co/3GlOWg3VnU pic.twitter.com/fYqNemEbkg

— ESPN PR (@ESPNPR) July 16, 2024

“Today, SONIC Drive-In, the Southeastern Conference (SEC) and SEC Network announced a new, multi-year sponsorship agreement,” a press release read, “making SONIC the ‘Official Quick Service Restaurant of the SEC.’

“The deal, which officially kicked off July 1, will primarily focus on SEC football programming and productions across SEC Network, ABC and ESPN.”

The announcement is a sizable one for the SEC, as college conferences continue to explore unique ways to involve sponsors and integrate them with their brand. Of course, it’s not like we’ll be calling the SEC the SONIC Conference moving forward, but the restaurant brand couldn’t be happier to join the team.

“SONIC has been connected to college and professional sports throughout our 70-year history, and we couldn’t be prouder to once again join our fans on the field as the Official Quick Service Restaurant partner of the SEC,” said Ryan Dickerson, Chief Marketing Officer of SONIC via the press release. “With its expended footprint, the SEC is now even closer to so many of our amazing guests and team members across the Southeast, and we look forward to bringing more fun to them and to college football this season.

“Whether we’re living it up with fans at the pre-game tailgate or showing off with the most craveable food at the afterparty, we’ll be there for the action all season long.”

Moreover, SEC Commissioner Greg Sankey has a lot on his plate at the moment in Dallas, but he made sure to point out how pleased the conference is to welcome the brand to the SEC.

“We are pleased to welcome Sonic as an official sponsor of the Southeastern Conference,” added Sankey, via the press release. “The SEC sponsor program is important to the mission of supporting SEC athletics programs and their student-athletes. 

“The addition of Sonic strengthens an already robust family of sponsors for the Conference and we look forward to the participation of Sonic in our programming and championship events.”

Go get a corndog to celebrate the news. Ahead of their biggest college football season in quiet some time, the SEC has an exciting sponsor in SONIC joining the ride.