News

Chick-fil-A commits six-year agreement with ESPN

April 22, 2014

Chick-fil-A is the first College Football Playoff bowl sponsor to announce a new agreement with ESPN. Also this week, the chain announced its Chick-fil-A Bowl will again be called the Chick-fil-A Peach Bowl.

Representatives from Peach Bowl Inc., Chick-fil-A, ESPN, the College Football Playoff and Atlanta Mayor Kasim Reed revealed the new name and logo Monday and announced Chick-fil-A's enhanced title sponsorship agreement with ESPN and Peach Bowl Inc.

The name change and new logo come as a direct result of the bowl's inclusion in the CFP, where the use of a traditional "Peach" moniker is required for the six top-tier bowls that will host the playoffs, according to a news release.

The six-year agreement between Chick-fil-A and ESPN, the rights-holder for the CFP, grants Chick-fil-A exclusive title sponsorship of the Peach Bowl and provides additional sponsorship considerations within the framework of the other five CFP bowls and the national championship game. The deal will also result in an increased presence throughout the year across the ESPN family of networks and ESPN digital platforms with an emphasis on college football programming.

"Chick-fil-A has had the privilege of playing a role in the Bowl's growth over the last 17 years, helping raise the profile of the game," said Steve Robinson, Chick-fil-A executive vice president and chief marketing officer. "We now look forward to helping the Chick-fil-A Peach Bowl elevate to a national stage."

Beginning this season, the Chick-fil-A Peach Bowl will join the Cotton, Fiesta, Orange, Rose and Sugar Bowls in making up the group of six bowls that will host the new CFP. This marks a return to the name the bowl used for nine years from 1997-2005.