US casual dining restaurant and sports bar franchise Buffalo Wild Wings has agreed a multi-year deal to become title sponsor of the Citrus Bowl collegiate American football game.
Under the agreement, the game will be known as the Buffalo Wild Wings Citrus Bowl from the 2015 edition of the event.
The game features a top non-College Football Playoff team from the Big Ten Conference or Atlantic Coast Conference and a top non-CFP Southeastern Conference team.
In addition to title sponsorship, Buffalo Wild Wings will run an interactive game-day promotion for fans watching the game at any of its 1,043 restaurants in the US.
Buffalo Wild Wings will also benefit from a presence on in-stadium signage and at all game-related events in the lead up to the event.
This year’s Citrus Bowl marks the 69th year of the game, the seventh-oldest of all current college bowl games, but the first in the new Orlando Citrus Bowl stadium. It has been a New Year’s game since 1987, but will be the first edition played under the Citrus Bowl moniker since 2003.