SBD/February 11, 2014/Marketing and Sponsorship

AdvoCare Now Title Sponsor Of Texas Bowl After Five Years With Independence Bowl

Texas-based AdvoCare will be announced today as “the new title sponsor" of the Texas Bowl, held each December at Reliant Stadium, according to David Barron of the HOUSTON CHRONICLE. Officials from ESPN and the Texans yesterday said that AdvoCare, which previously sponsored the Independence Bowl in Shreveport, La., will be the game’s title sponsor through ’16. The game will match teams from the Big 12 and SEC. Texans President Jamey Rootes said, “For a bowl game to be successful, you have to have ticket sales, television and a title sponsor as the keys to victory.” AdvoCare also sponsors the Texas Kickoff game played during Labor Day weekend at Reliant Stadium, and Rootes said that adding the bowl game “provides additional value for the company.” The game “did not have a title sponsor” in ’13 and has “been without a title sponsor for most of its eight-year history." Meineke Car Care was title sponsor from ’11-12, but its parent company “ended its bowl sponsorships” after ’12 (HOUSTON CHRONICLE, 2/11).
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