Mitsubishi Motors, the automotive manufacturing arm of Japan’s Mitsubishi Group, has agreed a deal to title sponsor the Las Vegas Bowl, an annual college American football game.
The event will now be known as the Mitsubishi Motors Las Vegas Bowl for its 2018 and 2019 editions. The deal marks Mitsubishi Motors North America’s first title sponsorship of a college football bowl game.
This year’s game will feature a Pac-12 team against a top selection from the Mountain West and will be held on December 15 at Sam Boyd Stadium in Whitney, Nevada.
“We are extremely enthused about this partnership and how it can help build brand awareness for Mitsubishi Motors and our exciting vehicle line-up, including our all-new Eclipse Cross and Outlander PHEV,” Francine Harsini, chief marketing officer for Mitsubishi Motors North America, said.
“This collaboration allows us to provide our customers and fans with fun experiences, connecting with them in a unique way.”
Last year’s Las Vegas Bowl, which did not have a title sponsor, saw Boise State defeat Oregon 38-28. Geico was a presenting sponsor in 2016, with Royal Purple sponsoring the event from 2013 to 2015.
From 2020, the game will be played at the new Las Vegas Stadium, which is currently being built for the NFL’s Oakland Raiders.