Taco Bell® is bringing the biggest games back to the biggest fans by creating the first ever student section at the College Football Playoff. Taco Bell’s Live Más Student Section will provide undergraduate students with tickets and the unique opportunity to see their teams at each of the three final College Football Playoff games.

“The Live Más Student Section brings one of the most important and impactful elements of football typically reserved for the regular season into the inaugural College Football Playoff,” said Chris Brandt, chief marketing officer for Taco Bell. “The passionate student fans define what it is to Live Más, especially at playoff games, and we’re thrilled to be able to provide such a memorable experience with a Taco Bell twist.”

Taco Bell and the College Football Playoff are picking up the tab for 3,000 seats – for 500 students from each of the schools represented at all three games. Once teams are announced, ticket distribution will be handled individually by each school, whose athletic department will work closely with Taco Bell and ESPN to select the winning fans.

Additionally, Taco Bell and ESPN will reserve 60 seats – 10 per school, per game – for the most dedicated fans. Starting today, current students can enter by following @ESPNCFB on Twitter and Instagram and sharing a photo that showcases their school spirit, using the hashtag #livemasfans. Full instructions on how to upload photos are provided on the program’s interactive website: www.LiveMasStudentSection.com. Winners will be notified via direct message after the four qualifying schools have been announced for the College Football Playoff.

Taco Bell® had been an official partner of College Football and its Bowl Championship Series since 2006. This announcement marks a new multi-year agreement with ESPN and the inaugural College Football Playoff including experiences at this year’s Rose Bowl, Sugar Bowl and National Championship.

“Taco Bell wanted to provide the most passionate college football fans – the students – with access to a unique and memorable experience,” said Ed Erhardt, president of global customer marketing and sales, ESPN. “The result is a program that will provide an once-in-a-lifetime experience to college students.”

In addition to the interactive online platform, the campaign features a 30 and a 10-second spot starring college football studio host and broadcaster Rece Davis and featuring the University of Oregon. Both elements were developed by ESPN’s in-house creative agency CreativeWorks.