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SBD/April 21, 2014/Marketing and Sponsorship
Sources: Northwestern Mutual To Replace Vizio As Presenting Sponsor Of Rose Bowl
Published April 21, 2014
College writer Michael Smith and Executive Editor Abraham Madkour talk about Northwestern Mutual's presenting sponsorship with the Rose Bowl.
PEACH PIT: In Atlanta, Tim Tucker reported "Peach" is returning to the name of Atlanta’s Chick-fil-A Bowl "after an eight-year absence." Peach was "dropped from the name" in '06 in return for more sponsorship money from Chick-fil-A. The change back to Chick-fil-A Peach Bowl "stems from last April’s decision by College Football Playoff organizers to make the Atlanta bowl one of six rotating sites of national semifinal games." Playoff organizers "stipulated that the Atlanta bowl’s name would have to become more in sync with the other five in the semifinal rotation, all of which include a traditional moniker as well as a corporate sponsor." Chick-fil-A Bowl President & CEO Gary Stokan said, "It got down to what is our history, what is our heritage, what's our tradition and how can we pay homage to that in our name. We undertook the research to find out what is the best name and how it fits with the bowl." Chick-fil-A Exec VP & CMO Steve Robinson said the QSR is "completely comfortable and supportive" with restoring the Peach name because of the "judicious" way the decision was made. Meanwhile, the name of the season-opening Chick-fil-A Kickoff Game "will not change" (ATLANTA JOURNAL-CONSTITUTION, 4/19).