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Volume 26 No. 227
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Chick-Fil-A Remaining Peach Bowl Title Sponsor In Six-Year Agreement

The new agreement aligns with the Peach Bowl's contract with the CFP, keeping both in place through '25
Photo: GETTY IMAGES
The new agreement aligns with the Peach Bowl's contract with the CFP, keeping both in place through '25
Photo: GETTY IMAGES
The new agreement aligns with the Peach Bowl's contract with the CFP, keeping both in place through '25
Photo: GETTY IMAGES

Peach Bowl President & CEO Gary Stokan said that Chick-fil-A is "finalizing a new six-year agreement to remain as the title sponsor" of Atlanta's college football bowl game, according to Eric Jackson of the ATLANTA BUSINESS CHRONICLE. Stoken added that the Atlanta-based QSR's current contract with ESPN is "set to expire after this month's semifinal game," and the renewal deal "extends the partnership" through the '25 season. Stoken: "There's really two contracts Chick-fil-A has to sign. One is with ESPN for the television rights and the second is with us for the tickets, naming and hospitality rights." The new sponsorship agreement would "align with the contract the Peach Bowl signed with the College Football Playoff" in '18, which "secures its inclusion in the CFP" through the '25 season. The Peach Bowl is set to host semifinals again after this year in both '22 and '25. Whether the new deal will "result in more Chick-fil-A advertising and branding" across ESPN's networks and platforms "remains to be seen" (BIZJOURNALS.com, 12/13).

JUST A PIPE DREAM: New Mexico Bowl Exec Dir Jeff Siembieda said that he "played a significant role in acquiring" the game's former title sponsor, DreamHouse, that was "terminated in less than a month, but he did not answer questions about how it all fell apart." In Albuquerque, Steve Virgen noted ESPN Events in October "terminated its 3-week-old partnership with DreamHouse, an Albuquerque-based company, as the title sponsor of the New Mexico Bowl." The announcement came the same day as a story "revealed that the fledgling DreamHouse had no business license." This will be the "second consecutive year the New Mexico Bowl will not have a title sponsor." Siembieda: "The model is to have a title sponsor. The encouraging part is that the game is healthy. It's growing. The support locally has grown" (ALBUQUERQUE JOURNAL, 12/12).