Holiday Inn Express and Costa Coffee Partner to Fuel College Football Fans with Free Game Day Brews

(NEWS) ATLANTA, GA, 2025-Aug-20 — /Travel PR News/ — Holiday Inn Express by IHG has teamed up with The Coca-Cola Company’s Costa Coffee in an exclusive partnership that will bring Costa’s freshly brewed coffee to more than 1,300 Holiday Inn Express hotels across the United States. To launch the collaboration, the brands are offering free coffee to college football fans on Saturday, August 30, during Week 1 of the season. Fans can stop by participating hotels within 10 miles of Division I FBS schools for a complimentary cup, even without a reservation.

The partnership builds on Holiday Inn Express’ long-standing promise of starting the day right with a hot breakfast, now enhanced with Costa’s premium coffee. A new national survey of 2,000 college football fans commissioned by Holiday Inn Express revealed that coffee is central to game day rituals, with 81% saying caffeine is part of their morning routine and 70% of coffee drinkers consuming at least two cups on their way to the stadium. The findings also highlight that nearly half of fans consider stadium proximity a top factor when choosing a hotel, while 46% look for free breakfast and 43% prioritize quality coffee.

Costa Coffee’s U.S. Head of Marketing, Amy Daugherty, emphasized that coffee sets the tone for a guest’s stay, noting that quality and freshness reflect how much a hotel values its visitors. Justin Alexander, VP of Global Brand Management for Holiday Inn Express, said the collaboration is about helping travelers embrace pre-game traditions, cheer on their teams, and enjoy the moments that make game days memorable. With this initiative, IHG and Costa Coffee are positioning themselves not only as hospitality leaders but also as part of the culture surrounding college football.