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Chick-fil-A expands title sponsorship of Peach Bowl

US fast food restaurant chain Chick-fil-A has extended and expanded its title sponsorship of the Peach Bowl post-season college American football game.

The deal will run for six years, from 2014 until 2020. Under the terms of the agreement, the game will now be known as the Chick-fil-A Peach Bowl. The event's logo has also been changed to incorporate the new name.

Chick-fil-A struck the new title sponsorship deal with US sports broadcaster ESPN, rights holder for the College Football Playoff, a new system in college American football that determines the national champion of the National Collegiate Athletic Association Division 1 Football Bowl Subdivision.

From this season, the Chick-fil-A Peach Bowl will join the Cotton, Fiesta, Orange, Rose and Sugar Bowls to make up the group of six bowls that will host the new CFP.

Gary Stokan, Chick-fil-A Peach Bowl president and chief executive, said: “This not only represents the beginning of our new era in the CFP, but a reconnection to our history and tradition by bringing the peach back into our name. Chick-fil-A's agreement with ESPN and the Bowl allows us to continue a 17-year relationship regarded as one of the most successful in the industry.”