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Allstate has replaced Nokia as the title sponsor of the Sugar Bowl and all Bowl Championship Series games to be televised on Fox over the next four years - including the 2008 BCS championship game from the Allstate Sugar Bowl, writes Mediaweek.
“By becoming the title sponsor of the Allstate Sugar Bowl, it provides us another opportunity to reach some of the most passionate fans in the country, about Allstate’s products and services,” said Allstate CMO Joe Tripodi. “However, it transcends our typical sponsorship as it allows us to be part of an event that has both a positive economic impact on New Orleans, and is part of the fabric of the wider gulf coast community.”
Allstate’s sponsorship of the Sugar Bowl continues the company’s sport and events sponsorship activities. Allstate also sponsors Nascar, the Allstate 400 at the Brickyard, Everham Motorsports, and the U.S. Olympic team.
Title sponsorship agreements have not been confirmed for the Orange Bowl and Fiesta Bowl, which have traditionally been held by FedEx and Tostitos respectively.
Incidentally, while the Sugar Bowl website is still located at a Nokia-branded URL (www.nokiasugarbowl.com), the site itself already sports Allstate branding elements such as an Allstate Sugar Bowl logo and an announcement that Allstate has become the title sponsor.
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