FedEx, which had been the naming rights partner of the Orange Bowl for 21 years, ended its deal several months ago, largely because sports network ESPN wanted the title sponsor to pay more than it had in past years, including taking a regular-season advertising package for games on the cable network.
Under the new partnership Discover will title sponsor the Orange Bowl games from 2011 to 2014 and the 2013 BCS National Championship Game. The Riverwoods-based company, which has orange in its corporate logo, will also be the official card of the Orange Bowl and the Bowl Championship Series.
“Our card members are very passionate about college football,” said Harit Talwar, president of US Cards for Discover. “As title sponsor of the Orange Bowl, Discover will be rewarding their card members all year long with exclusive benefits, including ticket offers.”
Last spring SportsBusiness Daily reported that Reese’s, an orange-hued brand owned by Hershey’s, had been negotiating on a four-year deal worth around $20 million a year to sponsor the Orange Bowl.
The first Discover Orange Bowl will next year on January 3 in Miami.
