Spectators at the University of Michigan football match against Texas were reminded of another rival before the game on Saturday: Ohio State.

At the Big House in Ann Arbor, Michigan, a sky banner, paid for by the Democratic National Committee and pulled by small planes, read: “J.D. Vance

From the tailgates to kickoff, fans at several American football games in several states on Saturday saw aerial banners paid for by the Democratic National Committee, according to details first shared with CBS News.

The DNC’s trolling is part of their efforts to keep the election front of mind for voters in swing states. especially younger voters.

A banner flew above Michigan Stadium, where the reigning national champion Wolverines lost to Texas,

The Penn State-Bowling Green game took on more general messaging, urging fans to “Defeat Trump and Fire Project 2025.” The banner that was supposed to fly over Georgia’s home game was kept down due to the weather.

During the University of Wisconsin vs. South Dakota game in Madison, Wisconsin, the banner read, “Jump Around! Beat Trump + Project 2025,” a reference to the football team’s fourth quarter tradition.

“The DNC is reaching voters where they are,” DNC spokesman Abhi Rahman told CBS News ahead of the weekend. “These banners carry a message that resonates with fans and reminds them that the most important race is yet to come in November.”

Trump and his campaign have tried to distance themselves from Project 2025, though a CBS News Analysis has found that hundreds of his proposals match Trump’s previous and proposed campaign promises.

Vance has hinted at the Michigan-Ohio State rivalry during his own campaign visits to Michigan.

“To my Ohio brothers, guys, we have to win Michigan. That’s the most important thing in this election cycle,” he said at a July event in Grand Rapids.

Other outside political groups are also trying to leverage the intersection of college sports and politics.

NextGen America, an independent youth voter participation organization, is paying hundreds of student-athletes in states where elections are still uncertain to use their platforms to encourage others to vote.

With this payment, they are one of the first political organisations to use the ‘Name, Image and Likeness’ (NIL) scheme, which allows athletes to monetise their personal brand.

“Sports are a fantastic way to experience the cultural zeitgeist of a country,” Antonio Arellano, vice president of communications at NextGen America, told CBS News.

The battle for the youth vote

Maintaining the support President Biden won from college-age voters in 2020 is essential for Vice President Kamala Harris’ campaign.

In 2020, Biden easily outpaced former President Donald Trump among voters ages 18 to 24 (65%) and among voters ages 25 to 29 (54%), according to a CBS News exit poll. Voters under 30 made up 38% of new voters in that election, according to the Pew Research Center.

But in comparison, younger voters are much less likely to turn out than older voters.

Turnout in the 2020 election for people between the ages of 18 and 24 was just 51.4%, compared to 76% for people between the ages of 65 and 74, according to the U.S. Census Bureau. That was an increase from 2016, when 46.1% of people between the ages of 18 and 29 voted.

Both candidates are supported by information programs from colleges.

Turning Point USA, an organization founded to reach young conservative voters, has hosted Trump and Vance at several events.

The group said it has focused on outreach to Greek life on campuses in Arizona and Wisconsin, in addition to having booths at tailgates during college game days. Turning Point USA founder Charlie Kirk also plans to visit more than 22 campuses in swing states. Some of his visits so far to Arizona and Wisconsin have included open debates with students, and the organization says it has resulted in hundreds of new voter registrations.

Earlier this month, the Harris campaign launched a “Back-to-School” campaign targeting 150 college campuses in swing states, with ads on social media and in campus newspapers, visits from surrogates and a doubling of staff dedicated to youth engagement. They’re also running ads during college football games this fall.

Likely voters under 30 lean heavily toward Harris, according to an August CBS News poll. There has also been a 175% increase in young Black women registering to vote since the vice president became the nominee, according to data firm TargetSmart.

But young voters were also the group with the lowest scores when it comes to “definitely” voting in November, a CBS News poll found.

This cycle has also seen frequent contact with social media influencers and content creators. The Democratic National Convention more than 200 influencers accredited to attend in person, with some interviewing Harris or her running mate, Minnesota Gov. Tim Walz.

Trump himself has appeared in several podcasts and streaming programs aimed at a younger audience.

Earlier this summer, he appeared on the stream of internet celebrity Adin Ross. The appearance was slammed by Democratic critics who pointed to Ross’s show having hosted white supremacist Nick Fuentes and his ties to social media influencer Andrew Tate, who has faced allegations of human trafficking of minors.

“Now take the step, all the young people,” Trump told viewers on Ross’ show.