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Chief Creative Officer at Ogilvy UK

Imagine Dragons hypes the upcoming college football season for ESPN with anthemic ‘Natural’

Imagine Dragons is a band known for its thundering beats and tension-building tunes, so as the college football season nears, ESPN chosen the group’s latest single as this year’s anthem.

The song from Imagine Dragons, ‘Natural’ was tagged by the sports network as this year’s college football theme, and it highlights the collaboration between ESPN, Interscope Records and Universal Music Group Nashville for the fourth consecutive year. Music from the labels’ biggest artists will be incorporated into ESPN college football programming, promotion and games throughout the season.

“‘Natural’ embodies the energy, spirit and drama of each team’s journey to the College Football Playoff, and that is why it was chosen as this year’s anthem,” said Emeka Ofodile, ESPN vice president of sports marketing. “Every year we look to provide a soundtrack that uniquely represents the story of the College Football season and the College Football Playoff to come, and we are thrilled to have Imagine Dragons on board with us.”

In some cross network promotions, Imagine Dragons performed ‘Natural’ on ‘Jimmy Kimmel Live!’ on ABC – both ESPN and ABC are owned by Disney and Hearst – marking the track’s world television debut and ushering in the sound of the college football season.

Aside from the Imagine Dragons theme, other top artists who will be heard throughout the season from Interscope and Universal Music Group Nashville include: One Republic, DJ Snake, Keith Urban, Eric Church, Jamie N Commons, Jay Rock and SUR, among others. ESPN celebrates the return of college football on Labor Day weekend.

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