As the Georgia Bulldogs prepared to take on the Baylor Bears at the 86th Allstate® Sugar Bowl® on New Year’s Day 2020, Allstate provided college football fans and New Orleans residents with free activities and performances to celebrate the New Year. For the fourth year, Allstate Fan Fest again served as the Central Time Zone Countdown location of “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2020,” with feature performances by multi-platinum selling artists Sheryl Crow and Usher.

“Each year, we look forward to immersing ourselves in the contagious energy that kicks off at Allstate Fan Fest and continues through the final play of the Allstate Sugar Bowl,” said Pam Hollander, vice president of consumer marketing for Allstate. “New Orleans is already an iconic place to celebrate the new year, and Allstate is proud to enhance that experience for fans and community members with a fan parade, free performances and a new, photo-sharable mural.”