Having awarded more than $13 million in tuition since 2008, Dr Pepper, a brand of Keurig Dr Pepper (KDP), Frisco, Texas, announced the return of the annual Dr Pepper Tuition Giveaway program with its Tuition Giveaway Contest via TikTok in addition to a new offer — the Hail Mary for $23K Contest.

“Every year we look forward to celebrating an inspiring and determined group of students who are passionate about their education and career,” said John Alvarado, senior vice president of Dr Pepper Brand Marketing, in a statement. “We are thrilled to continue evolving the program with new elements such as the Hail Mary for $23K Contest as another way to support students pursuing their academic goals and entrepreneurial dreams.”

The brand has a long tradition of supporting academic excellence through sporting events, and the Dr Pepper Tuition Giveaway Contest will provide students a chance to win up to $100,000 in tuition during the 2022-2023 college football season, the company notes. Additionally, Dr Pepper will support deserving students and aspiring entrepreneurs through its new Hail Mary for $23K Contest initiative giving contestants the chance to submit their game-changing business ideas for a chance to win tuition and seed funding, it says.

Students can enter the Dr Pepper Tuition Giveaway via TikTok using the #DrPepperTuitionContest hashtag and are encouraged to showcase why they deserve tuition in creative ways. The giveaway takes place each year as part of the college football season and the tuition awarded as part of the classic Throw Competition during the conference championship games.

This year, the brand has added the separate buzz-worthy Hail Mary for $23K Contest initiative for students to pitch innovative goals, inventions or business ideas to a high-profile panel of judges for a chance to win $23,000 in tuition dollars plus an additional $23,000 in start-up funding, the company says. Students can enter for this initiative by visiting Drpepper.com/hailmary.

Three student finalists from the Hail Mary for $23K Contest initiative will pitch their unique business ideas to entrepreneur Mark Cuban, Elon University football player and TikTok star Jon Seaton, and Dallas Cowboys Executive Vice President and Chief Brand Officer Charlotte Jones, who will choose a winner. Finalists will be flown to Dallas, Texas, to participate in the contest, occurring Oct. 24.

Dr Pepper is currently accepting submissions for the Dr Pepper Tuition Giveaway Contest through Oct. 12, and the Hail Mary for $23K Contest through Oct. 5.