Nutritional products company AdvoCare has sealed a three-year deal to be the title sponsor of the Texas Bowl post-season collegiate American football game through 2016.
The Texas Bowl is owned and operated by ESPN Regional Television and managed by event marketing company Lone Star Sports & Entertaining at Reliant Stadium, Houston. In 2013, it took place without a naming sponsor after automotive franchise-holder Driven Brands opted to end the two-year association of its Meineke Car Care brand.
The newly-named AdvoCare Texas Bowl will be played in late December between teams from the Big 12 and Southeastern Conference athletic divisions.
In 2013, Syracuse of the Atlantic Coast Conference beat Minnesota of the Big Ten 21-17, with both participants paid $1.7m (€1.26m) – a figure that is expected to rise with the addition of the SEC.
AdvoCare’s title backing of the Texas Bowl aligns with its sponsorship of the AdvoCare Texas Kickoff – an annual Labor Day weekend college football game at Reliant Stadium. In this year’s contest, Louisiana State University takes on the University of Wisconsin.