Confectionary brand Reese’s has been confirmed as the title sponsor of American football’s college showpiece the Senior Bowl.
The previous two editions of the game, featuring leading collegiate football players and NFL draft prospects on teams led by NFL coaching staffs, have taken place without a title sponsor after sportswear manufacturer Under Armour ended its five-year association with the event.
The new multi-year agreement, reported to span four years by the AL.com website, will start with the 2014 game on January 25, which will be broadcast by the NFL Network from Ladd-Peebles Stadium in Alabama, and run until the 2017 edition.
Reese’s latest deal adds to its established relationship with college sports in the US. It is the official candy partner of the National Collegiate Athletics Association and the title sponsor of the National Association of Basketball Coaches’ College All-Star Game.