What’s in a Name? $99 Million for Bowl Game Title Deals

For the second year in a row, college football’s 35 bowl games will bring in just under $100 million from their title sponsors.  The majority of those dollars—about $71 million—will go to ESPN, which packages bowl naming rights with season-long ad packages for the BCS bowls, plus sells title to the seven bowl games owned by its ESPN Regional Television unit.

Only three of the 35 games played between December 15 and January 7 had a change in their top sponsor this year.

Florida Citrus Sports was able to replace sporting goods retailer Champs Sports with apparel manufacturer Russell Athletic for the game in Orlando on December 27; restaurant chain Buffalo Wild Wings takes over title of Tempe, Ariz.’s December 29 game from Insight Enterprises; and the New Year’s Day game in the Cotton Bowl (not to be confused with the AT&T Cotton Bowl played three days later at Cowboys Stadium) changes from the TicketCity Bowl to the Heart of Dallas Bowl presented by PlainsCapital Bank.

The Heart of Dallas Bowl—named for the new nonprofit organization that is partnering with the City of Dallas to produce and distribute proceeds from the game to civic and charitable organizations—is one of only three bowl games without a title sponsor, joining the Rose Bowl presented by Vizio and the Military Bowl presented by Northrup Grumman.

2012-13 College Football Bowl Game Sponsorship
Game Date Bowl Location Title/Presenting Fee
12/15 Gildan New Mexico Bowl Albuquerque, N.M. $350,000
12/15 Famous Idaho Potato Bowl  Boise, Idaho $350,000
12/20 San Diego County Credit Union Poinsettia Bowl  San Diego $400,000
12/21 Beef 'O'Brady's Bowl St. Petersburg St. Petersburg, Fla.  $375,000
12/22 R+L Carriers New Orleans Bowl New Orleans $400,000
12/22 MAACO Bowl Las Vegas Las Vegas $500,000
12/24 Sheraton Hawaii Bowl Honolulu, Hawaii $450,000
12/26 Little Caesars Pizza Bowl Detroit  $500,000
12/27 Military Bowl presented by Northrop Grumman Washington, D.C. $350,000
12/27 Belk Bowl  Charlotte, N.C. $400,000
12/27 Bridgepoint Education Holiday Bowl San Diego $500,000
12/27 AdvoCare V100 Independence Bowl Shreveport, La. $400,000
12/27  Russell Athletic Bowl Orlando $500,000
12/28 Meineke Car Care Bowl of Texas Houston $1 million
12/29  Bell Helicopter Armed Forces Bowl Fort Worth, Texas $750,000
12/29 New Era Pinstripe Bowl New York City $2 million
12/29 Kraft Fight Hunger Bowl  San Francisco $1 million
12/29 Valero Alamo Bowl San Antonio $2 million
12/29 Buffalo Wild Wings Bowl Tempe, Ariz. $2 million
12/31 Franklin American Mortgage Music City Bowl Nashville, Tenn. $750,000
12/31 Hyundai Sun Bowl  El Paso, Texas $1 million
12/31 AutoZone Liberty Bowl  Memphis, Tenn. $1 million
12/31 Chick-fil-A Bowl Atlanta $2.5 million
1/1 Heart of Dallas Bowl presented by PlainsCapital Bank Dallas $350,000
1/1 TaxSlayer.com Gator Bowl Jacksonville, Fla. $2 million
1/1 Capital One Bowl  Orlando, Fla. $2.5 million
1/1 Outback Bowl Tampa, Fla. $3 million
1/1 Rose Bowl Game presented by Vizio Pasadena, Calif. $15 million*
1/1 Discover Orange Bowl Miami  $16 million*
1/2 Allstate Sugar Bowl New Orleans $17.5 million*
1/3 Tostitos Fiesta Bowl  Glendale, Ariz. $17.5 million*
1/4 AT&T Cotton Bowl Classic Arlington, Texas $3 million
1/ 5  BBVA Compass Bowl  Birmingham, Ala. $2 million
1/6 GoDaddy.com Bowl Mobile, Ala. $1 million
1/7 Discover BCS National Championship Game Miami See Discover Orange Bowl
*Includes season-long ad buy on ESPN and right to title national championship game every four years.