Sideline reporter Holly Rowe and Coach Kyle Whittingham headline Vrbo’s  college football season 

Vrbo is deepening its long-running partnership with college football this season, building on four years as an official sponsor of the College Football Playoff (CFP) and title sponsor of the Vrbo Fiesta Bowl. 

What’s different this year is who the work is for. For the first time, Vrbo is using its college football platform to speak to both sides of its marketplace — travelers looking for a trusted place to stay, and hosts working to sharpen their own game. 

“We’ve really been focused on showing guests why they can trust Vrbo, from finding a stay that fits their group to knowing we’ll be there if something goes wrong,” said Helen Melluish, Vice President of Marketing at Vrbo. “Game days bring people together, and that’s what Vrbo does best, too. Whether it’s friends, family, or fans coming together for a weekend, we want to give them a place they can count on.” 

The new traveler-facing campaign, created in partnership with GSD&M, follows college football referees as they trade game day calls for a weekend at a Vrbo. The videos highlight the space and flexibility of vacation rentals for groups gathering after the game. In another video, award-winning sideline reporter Holly Rowe keeps testing Vrbo’s 24/7 Live Support just to make sure it’s real, and when the call connects, her doubts are put to rest. The campaign launched across digital and paid social beginning Sept. 18. 

On the host side, that same commitment shows up in a different form. This season, Vrbo is speaking directly to hosts with a dedicated partner-facing campaign featuring Coach Kyle Whittingham. Applying his coaching philosophy to vacation rental hosting, Coach Whittingham shows how preparation, consistency, and attention to detail create better guest experiences. 

“Sports and hosting share a simple truth: The little things, done consistently, create winning results,” says Brandon Ehrhardt, Vice President of Supply Marketing at Expedia Group. “Working with Coach Whittingham gave us a fun way to make that connection. Whether you’re preparing a team or welcoming guests, success comes from mastering the fundamentals and turning them into dependable, high-quality experiences every time, for guests and families.” 

Hosts can learn how to elevate their hosting game by visiting the campaign landing page and exploring webinar and case study content launching later this year. And for fans planning their next game day getaway, download the Vrbo app.