Discover Financial Services said Thursday it will be the new sponsor of the Orange Bowl from 2011 to 2014, ending Fedex Corp.'s longstanding sponsorship of the college football game.
The four-year deal includes sponsorship of the BCS National Championship game in 2013, which will be held in South Florida. Financial terms were not disclosed.
FedEx, based in Memphis, Tenn., had sponsored the Orange Bowl for the past 21 years, making it the longest consecutive sponsor of a bowl game, according to The Orange Bowl Committee.
The switch comes as ESPN takes over coverage rights of the bowl game series from Fox Sports. All title sponsorships were up for renewal as a result.
Each year, the top 10 college football teams are invited to participate in the championship bowl game series.
There are four bowl games in the series — the Fiesta Bowl in Phoenix, the Orange Bowl in South Florida, the Rose Bowl in Pasadena, Calif. and the Sugar Bowl in New Orleans. The four cities take turns also hosting the BCS National Championship game.
ESPN said Allstate Corp. renewed its sponsorship of the Sugar Bowl and Tostitos, a brand of PepsiCo Inc., renewed its sponsorship of the Fiesta Bowl.
The sports network, part of The Walt Disney Co., said it's still in discussions with several advertisers for the Rose Bowl. The previous sponsor for that bowl game was Citigroup Inc.
As the sponsor of the Orange Bowl, Discover said it will reward its card members with exclusive benefits such as ticket offers and fan experiences.