The Net That Became an Icon: Allstate’s Good Hands® Field Goal Nets August 28, 2026
More than two decades ago, Allstate and Van Wagner saw an opportunity in one of the most familiar pieces of equipment on a football field: the field goal net.
The idea was simple: transform the field goal net into a highly visible branding platform, placing Allstate’s iconic Good Hands® mark directly behind the goalposts during field goals and extra points. That vision has since become one of the most recognizable TV-visible sponsorship platforms in college football. As the 2026 college football season begins, the Allstate Good Hands® Field Goal Net Program continues its long-standing tradition, following a strong 2025 season.
The Opportunity Behind the Net
During field goals and extra points, cameras and viewers are naturally focused on the uprights, bringing the branded net into view during key moments in the game. Its position also creates a relevant connection to Allstate’s Good Hands® identity, making the sponsorship distinctive and easy to recognize.
The strength of the concept lies in its combination of visibility, brand relevance and consistency. It could be scaled across stadiums without losing its visual impact from one game and broadcast to the next.
From 30 Stadiums to 96
The program launched with branded nets at more than 30 NCAA Division I football stadiums. Today, that footprint has grown to 96 college stadiums nationwide. During the 2025 season alone, the nets appeared across 631 games, extending beyond the regular season to neutral-site matchups and more than 25 bowl games.
More than two decades of growth have transformed a single sponsorship concept into a nationwide college football platform.
Reaching College Football’s Largest Audiences
Scale is one measure of the program’s impact. Its presence during college football’s biggest games is another.
During the 2025 regular season, Allstate Field Goal Nets appeared in 22 of the 25 most-watched games, including the season’s three largest audiences. Ohio State–Michigan led with 18.42 million viewers, followed by Texas–Ohio State at 16.6 million and Texas A&M–Texas at more than 13 million.
That visibility carried into the postseason, with Allstate Field Goal Nets featured in all 25 of the most-watched games, including the College Football Playoff National Championship, which drew 30.1 million viewers.
College football audiences also grew during the 2025 season. Average regular-season viewership across major networks increased approximately 10 percent year over year, including gains of 19 percent on ABC, 14 percent on ESPN and 12 percent on FOX. As college football audiences grow, so does the visibility generated by the nets.
Connecting Brand Visibility to Student Support
The program’s value extends beyond the visibility it generates for Allstate. Since its launch, Allstate has donated millions of dollars to scholarship funds at participating schools, extending the program’s impact to college communities nationwide.
By combining national brand exposure with meaningful support for students, the program creates value both on and off the field.
Still the Standard
The program’s longevity reflects the strength of the collaboration between Allstate and Van Wagner, and the continued effectiveness of a sponsorship concept designed specifically for college football.
As another season begins, the nets will rise behind the goalposts once again. And when the game turns toward the uprights, the Good Hands® will be there.