Chick-fil-A “will acquire exclusive naming rights” to the Peach Bowl starting with the ’06 game, “when it will simply be called the Chick-fil-A Bowl,” according to Tony Barnhart of the ATLANTA CONSTITUTION. Chick-fil-A has been the title sponsor of the game since ’97. The Peach Bowl BOD accepted a five-year, $22M bid from Chick-fil-A to change the bowl’s name, “hoping the deal sparks a future run at a spot” in the BCS. The previous contract was for three years and worth about $9M. The new deal will “roll over every year so that the two parties always will have a five-year contract.” An annual commitment to advertise on ESPN, which broadcasts the game, is also included in the contract and represents Chick-fil-A’s first national TV ad buy ( ATLANTA CONSTITUTION, 12/16 ).
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