Goodyear Renews Cotton Bowl Title Sponsorship Despite Decline In CFP Ratings

Goodyear Tire "has renewed its title sponsorship of the Cotton Bowl, one of the six games in rotation to host" the CFP semifinals, according to Scott Soshnick of BLOOMBERG NEWS. Financial terms of the multiyear contract were not disclosed. The company "has been an official partner of the four-team playoff since it began last year." The renewal comes as ratings for the CFP "have plummeted" from the inaugural edition last season. Goodyear Dir of Brand Marketing Seth Klugherz said he had "no trepidation" over this year's ratings. He added that the bowl game "is a part of the company's season-long commitment to college football." The Cotton Bowl "will host another semifinal" in '18. Klugherz: "Three years from now is a long time. I'm very confident experts will make all the right decisions to maximize reach." Soshnick notes the agreement "will highlight the Goodyear Blimp on ESPN's College GameDay program and key games" on the net (BLOOMBERG NEWS, 1/14).