Sponsored by:

Comment, blog & share photos

Log in | Become a member
The Honolulu Advertiser
Posted on: Monday, May 3, 2010

CFB: FedEx ends Orange Bowl sponsorship after 2 decades

Associated Press

MIAMI FedEx is ending its sponsorship of the Orange Bowl after two decades.

The company announced the move in a statement Monday. It says the decision was difficult but "allows us to focus and redirect our marketing efforts toward our other sports properties and marketing initiatives."

ESPN is responsible for lining up title sponsors for the BCS bowls as part of its contract to broadcast the games. The Orange Bowl said in a statement that "we are confident that the network will secure a name sponsor for the Orange Bowl that is beneficial for all concerned."

FedEx had been the bowl's title sponsor since the 1990 game, making it the longest continuous sponsor of any bowl game.

SportsBusiness Journal first reported the move.