For the fourth time since the end of the 2013 season, one of the six major college football bowl games will undergo a name change.
Citing industry sources, ESPN.com‘s Brett McMurphy reported Wednesday that AT&T will no longer serve as the title sponsor for the Cotton Bowl. AT&T had been the postseason game’s sponsor since 2007.
The reason for AT&T’s decision to step aside is a simple one: the Cotton Bowl is played in AT&T Stadium, and the company didn’t feel the need to double up on its advertising dollars at one event.
Late last month, it was announced that Capital One would replace Discover as the Orange Bowl’s title sponsor. In April, the Chick-fil-A Bowl was officially renamed the Chick-fil-A Peach Bowl, while a month later the Rose Bowl announced that Northwestern Mutual would be replacing Vizio as the Granddaddy of Them All’s presenting sponsor.
In early June, it was announced that Tostitos was ending its 18-year relationship with the Fiesta Bowl. That game, along with the Cotton Bowl, are expected to have sponsors on board prior to this year’s postseason contests.
According to NFL.com’s Gil Brandt, the Cotton Bowl will soon announce a sponsorship agreement with Goodyear.
The Allstate Sugar Bowl is the only one of the six premier bowl games that has not undergone a name/sponsor change. The insurance behemoth has been that game’s primary sponsor since 2007.