Game Day Fuel: Holiday Inn Express and Costa Coffee Partner to Offer Free Coffee to College Football Fans
August 21 - 2025
Coffee Geography Magazine
Lisa McKeon
In a strategic move to redefine the hotel coffee experience, Holiday Inn Express, a brand of InterContinental Hotels Group, has announced an exclusive nationwide partnership with The Coca-Cola Company’s Costa Coffee. The collaboration will see Costa’s freshly ground and brewed coffee served at every Holiday Inn Express hotel across the United States, elevating the morning ritual for millions of travelers.
To launch this new alliance with a celebratory kickoff, the brands are targeting one of America’s most passionate fan bases: college football. On Saturday, August 30, during the opening week of the season, fans won’t need a room key to get a premium cup of coffee. Holiday Inn Express and Costa Coffee are teaming up to offer complimentary coffee at participating hotels within a ten-mile radius of Division I Football Bowl Subdivision (FBS) schools, no reservation required.
The promotion is a direct response to the needs of traveling fans. According to a new national survey commissioned by Holiday Inn Express and conducted by Talker Research, coffee is a non-negotiable part of the game day routine. The data reveals that 81% of fans say coffee or caffeine is key to their morning, with 70% of coffee drinkers consuming at least two cups while en route to the stadium. Furthermore, more than half of all fans include breakfast or coffee in their pre-game rituals when traveling.
Justin Alexander, VP of Global Brand Management for Holiday Inn Express, Staybridge Suites & Candlewood Suites
"This is about more than just a new coffee brand; it's about enhancing a signature part of our offering," said Justin Alexander, VP of Global Brand Management for Holiday Inn Express. "For college football fans, the morning can define the whole game day. With thousands of locations across the country, we're here to welcome those getting ready to embark on pre-game traditions, cheer on their teams, and maybe even roast a rival or two."
The survey also highlighted the importance of hotel choice for the weekend getaway, with proximity to the stadium (48%), free breakfast (46%), and a high-quality coffee experience (43%) ranking as top priorities for fans. This partnership directly addresses these demands, placing a premium coffee experience at the heart of the hotel's complimentary breakfast.
Costa Coffee, which entered the U.S. market in 2021, brings its expertise from over 2,700 coffee shops in the UK & Ireland. The move to Holiday Inn Express’s more than 1,300 U.S. locations signals a significant expansion of its stateside presence and a shared commitment to quality.
Amy Daugherty, U.S. Head of Marketing for Costa Coffee, emphasized the significance of the morning ritual. "For many hotel guests, a cup of coffee sets the tone for their entire stay. With a shared commitment to quality and warm hospitality, we are proud to offer a solution that's efficient, flexible, and thoughtfully crafted for today's travelers. This is about more than coffee; this is about creating meaningful moments of joy for guests and unforgettable game day experiences for fans across the country."
As the college football season kicks off, the partnership between Holiday Inn Express and Costa Coffee aims to ensure that every drive is shorter, every morning is brighter, and every tailgate is powered by a premium cup of coffee.