Just like everything else around college football, the cost of big time sponsorship is on the rise.
Under the old Bowl Champsionship Series format, sponsorship ranged from $15 to $20 million annually. Under the new playoff, those numbers reportedly could be closer to $25 million annually.
It’s probably not a coincidence this is now happening:
Capital One is reportedly ending its sponsorship of Orlando’s top bowl as part of a bigger bowl sponsorship shakeup first reported by the Sports Business Journal Monday.
Tostitos and Discover have told ESPN — the media rights holder for both games — that they plan on ending their sponsorships with the Fiesta and Orange bowls. Both bowl games are part of the new College Football Playoff.
Tostitos is one of the longest running title sponsors in college football. Its decision would end an 18-year relationship with the bowl game.
Cap One is reportedly looking at stepping into Discover’s former shoes at the Orange Bowl. There’s always somebody that wants to get in front of live eyes and is willing to pay for the privilege. At least for now.