I think it depends on the sponsor. Duke's mayo has to have been a rousing success. Nobody outside the Southeast US had probably ever heard of it before they took over the sponsorship, and they do it REALLY well. Making the announcers eat the stuff in the booth, show people giving it to fans, the goofy mascot with the big eyebrows, and of course the dumping of the mayo on the winning coach.
I told my wife if I were the coach, I'd have to throw the game because I'm not sure I wouldn't puke if someone dumped mayo on me. And what if a coach had an egg allergy?