The Collegiate Licensing Company, a division of IMG College, has partnered with NCAA Football and ESPN.com for a national spirit competition in advance of the 2012 college football season, which kicks off Aug. 30.

The contest began Wednesday and will continue through Aug. 31, which is College Colors Day, an annual celebration where fans are encouraged to wear apparel from their favorite university.

The web-based rivalry competition includes 165 participating colleges. The institution that receives the most online pledges of allegiance on ESPN.com will win the College Color Days Spirit Cup and receive $10,000 toward its general scholarship fund.

“We are excited to engage fans in the first-ever College Colors Day spirit rivalry competition on ESPN.com,” says Catherine Gammon, senior vice president, brand development, the Collegiate Licensing Company. “We encourage all fans to cast their pledge and spread the word with fellow fans to ensure their favorite school is crowned the winner of the College Colors Day Spirit Cup.”