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Marketing and Sponsorship

Duck Commander's Title Sponsorship Brings "Independence" Back Into Bowl's Name

Independence Bowl Chair Paul Pratt said Louisiana-based Duck Commander, the game's new title sponsor, was "insistent that the word 'independence' be reinstated into the game," according to Scott Ferrell of the SHREVEPORT TIMES. The game last year became known as the AdvoCare V100 Bowl, but this past August, the company "opted not to renew its option." Duck Commander's deal six-year deal was officially unveiled yesterday (SHREVEPORT TIMES, 2/27). The bowl game began in '76 to "honor the United States' bicentennial" (AP, 2/26). In Shreveport, Roy Lang III asks, "Will Duck Commander’s presence and the rejuvenated plans of Independence Bowl officials bridge the gap and restore this as an event the community takes pride in?" The game's sixth title sponsor could be the one to "capture the community." Several previous sponsors "have saved this game," but "lately, the Independence Bowl hasn't grown." AdvoCare "attempted to spark change," as it "offered to double its contribution and push for a jump up the selection ladder if the local community bought in." Independence Bowl Exec Dir Missy Setters said that Duck Commander's involvement "won’t end with naming rights, but expects it to be attached to events throughout the year." Lang notes the Independence Bowl Foundation "plans to have a 'major' event 'every two or three months,'" including "crawfish boils, cook-offs and a college football game to begin the season" (SHREVEPORT TIMES, 2/27).

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