Jul 23, 2012

College football has a new twist on an old bowl game.

Buffalo Wild Wings will become the title sponsor of the Valley of the Sun Bowl, according to a press release issued today.  The inaugural Buffalo Wild Wings Bowl will take place on Saturday, December 29th at 8:15pm MST.

Not surprisingly, ESPN will handle broadcasting duties for the game.

“Buffalo Wild Wings has become a brand for the fans and now we’ll be bringing our unique Buffalo Wild Wings experience to college football fans across the country,” said Kathy Benning, executive vice president global marketing and brand development at Buffalo Wild Wings. “We look forward to entering the college bowl arena as the title sponsor of this progressive property.  It aligns our growing brands and provides tremendous new opportunity to interact with our guests, who we know are passionate about football.” (via Press Release)

The Buffalo Wild Wings Bowl will match the third selection from the Big 12 against the fourth pick from the Big Ten, BCS-selected teams notwithstanding.  The Buffalo Wild Wings Bowl replaces the bowl formerly known as the Insight Bowl — Tempe-based Insight Enterprises did not renew its sponsorship this past year — as the game enters its 24th season.

“We are pleased to welcome Buffalo Wild Wings as a partner,” said Steve Whiteman, Valley of the Sun Bowl Foundation board chairman. “They provide a natural opportunity for us to offer college football fans a truly memorable game experience.  Buffalo Wild Wings shares our commitment to give back to the community, and their dedication to excellence and focus fit closely with our mission.”

Under the agreement, a new game mark and trophy will be incorporated into all existing and future Buffalo Wild Wings Bowl materials, with the restaurant’s brand being integrated across multiple platforms and exclusive category rights.

It is estimated that the 2010 version of the bowl game generated nearly $85 million dollars in economic impact for the Arizona economy, according to an Arizona State survey.

As reported earlier the Valley of the Sun Bowl Foundation worked with Philadelphia-based Front Row Marketing Services to handle the naming rights for the bowl game.





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