Dr Pepper Snapple Group, Plano, Texas, is partnering with Lou Holtz, hall of fame college football coach and ESPN analyst, to give away $1 million in college tuition throughout the football season.

The annual Dr Pepper Million Dollar Tuition Giveaway gives fans a chance to win various prizes at www.drpepper.com by submitting a video explaining why they deserve college tuition, the company said.

The company will give away college scholarships each week, and six fans will compete during halftime of the Dr Pepper ACC Championship, the Dr Pepper Big 12 Championship and the SEC Championship presented by Dr Pepper to win one of three $123,000 scholarships.

"The kids I coached throughout my career have always been students first and athletes second," Holtz said, in a statement. "I'm proud to be part of the Dr Pepper Million Dollar Tuition Giveaway because it emphasizes the importance of education and gives me the opportunity to help a few lucky college students build their futures."

A panel of judges, including Holtz, will judge videos based on the inclusion of Dr Pepper, a college football and tuition theme, the impact of free tuition on the entrant’s life and overall presentation quality, the company said. Submissions must be uploaded by Nov. 1 for a chance at the $123,000 grand prize and by Dec. 31 for a chance to win $2,500 in tuition.