American college football bowl game The Independence Bowl has signed up prime contractor Radiance Technologies as its new title sponsor.
The brand has signed a five-year agreement which will begin with the 2020 edition of the Louisiana-based game and run through 2024.
It replaces sports bar Walk-On, whose title sponsorship of the event began in 2017, with the company exercising its opt-out option after its third year with the event.
The contract was brokered by American sports marketing agency Impression Sports & Entertainment.
Bill Bailey, chief executive of Radiance, said: “We have been looking for the right opportunity to increase our brand awareness nationally, and we have found it with this partnership. The bowl’s proximity to an Air Force major command and its tie-in with [Army] West Point are both very appealing and should increase awareness of Radiance with our two largest customers, the US Army and Air Force.”
The Independence Bowl is an annual match up of either Army or Brigham Young University against a rotation of teams from the Pac-12 Conference, American Athletic Conference, or Conference USA.
Its 2020 edition will be the event’s 45th iteration and see Army face off against a member of the Pac-12 conference.