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Grant Teaff, American Football Coaches Association (AFCA) executive director, and Jim Ayres, managing director of Amway North America, unveil Amway's new deal with USA Today Sports Media Group.

(Courtesy of Amway)

ADA, MI — If you watch college football, you will be seeing a lot more Amway.

Amway has signed on as the new title sponsor of the USA Today Coaches Poll, which establishes the ranking of the top 25 teams.

As part of the deal, the poll will be called the Amway Coaches Poll.

And the American Football Coaches Association Coaches Trophy, the iconic Waterford Crystal football awarded to the national championship team, will be presented by Amway.

Amway replaces soft drink giant Dr. Pepper as corporate sponsor of the award since 2009.

Along with the Amway Coaches Poll, there will be an Amway Fan Poll so can fans cast votes for their favorite teams.

The sponsorship fits with the direct-selling giant’s values: entrepreneurial spirit, teamwork, leadership and mentorship, the Ada-headquartered company said.

"This partnership gives us an unprecedented platform to showcase the Amway business opportunity to an audience – fans, coaches, mentors – that we believe has a strong affinity for what we offer, which is a chance to own your own business and call your own shots," said Jim Ayres, managing director of Amway North America.

Amway declined to share the cost of the three-year sponsorship, which includes an option to renew for two more years. It will be the company's main sponsorship in its North American market.

This is just the latest in big-name sponsorships for Amway.

Amway made headlines when it inked a two-year deal in September 2011 that made Amway the National Hockey League's most-visible corporate sponsor. But the company didn't renew when the sponsorship expired in the fall.

Amway's beauty line, Artistry, also sponsored the Miss America pageant from 2009 through 2013, providing a $50,000 scholarship to the winner, but also opted not to renew that deal. Among the sponsorship perks were visits by the reigning Miss America to the company's Ada headquarters to meet employees and visit local hospitals and schools.

Amway tends to spread out its endorsements.

"Endorsements are a fun thing," Amway Chairman Steve Van Andel told MLive during a recent interview about the company. "They touch a different group like the Red Wings. Everybody loved it, especially in Michigan. It was a very big success for us."

Traditionally, the company likes to sponsor a variety of organizations, often targeted to specific markets.

"There's some new ones coming up, and some old ones rotating out, and that is just the way it works," Van Andel added.

RELATED: Amway reports 2013 annual sales of $11.8 billion

Shandra Martinez covers business for MLive/The Grand Rapids Press. Email her or follow her on Twitter @shandramartinez.