NCAA College Bowl Games Renamed by Sponsors

Doing the College Football Bowl Sponsorship Shuffle
New names for old games: Three new corporate sponsors have acquired naming rights Photograph by PRNewsFoto/Russell Athletic

In 1997, when the Arizona-based Copper Bowl was rechristened the “ Bowl”—and billed as “the first bowl game to be sponsored by an electronic commerce Web site”—it touched a nerve. Sports columnists called the tech suffix “ridiculous.” To echo one cantankerous newspaper writer: “What next? A flag game matching sororities, sponsored by AirTouch?”

To continue reading this article you must be a Bloomberg Professional Service Subscriber.