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The Peach Bowl is Losing its Identity

Would you take the “Sugar” out of the Sugar Bowl? The “Orange” out of the Orange Bowl? Certainly you wouldn’t take the “Rose” out of the Rose Bowl (they don’t even sell title sponsorships). So why take the “Peach” out of the Peach Bowl? I know that in some respects title sponsorships are good for the game since the sponsorship makes college scholarships available to the participating teams. But there is a certain amount of tradition with each of these old college bowl games, and I for one am not happy that the big ACC – SEC matchup that has been the Peach Bowl for so many years is now simply the Chic-Fil-A Bowl.
Furthermore, I think it is a huge mistake to lock in to a corporate name like that. After a couple of years, people will come to know the game by that identity. If Chic-Fil-A decides to pull out (or pay less than the going rate), organizers will be in a predicament since they no longer have a brand identity – the brand for that game will have become Chic-Fil-A. The peach was easily identifiable with Georgia. I don’t think most people identify Chic-Fil-A with Georgia.
Read More -> Deal made for Chick-fil-A Bowl – 2005-12-16

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