Discover Financial Services has signed a four year deal to serve as the title sponsor for the Orange Bowl through 2014, and will also sponsor the 2013 BCS National Championship Game.
FedEx had been the title sponsor of the game, but announced in May that it would not be continuing its sponsorship.
ESPN will televise all of the college bowl gamed beginning in 2011, and lined up Discover as the title sponsor. The deal includes multi-media integration of Discover into ESPN’s college football coverage all season long
“Discover is passionate about college football and committed to activating their Orange Bowl sponsorship in a meaningful way,” said Ed Erhardt, President, ESPN Customer Marketing and Sales in a statement. ” Their season-long, multi-media engagement, culminating with the Discover Orange Bowl, will provide a platform from which they can create a truly impactful experience for fans and unique rewards for their cardmembers. We look forward to growing this relationship between ESPN, Discover and the Orange Bowl in the coming years.”
The deal is Discover’s biggest investment yet in college football. The credit card and financial company already sponsors Notre Dame football on NBC and Big Ten Network, but sponsoring an event as legendary as the orange Bowl, as well as the BCS Championship, will give the company exposure above and beyond what it had before.