It took two decades, but Miami football fans got used to the name FedEx Orange Bowl.
Not that mail delivery and citrus fruit have anything in common, but often sponsors and their brand don't match up well with the event or stadium they shell out cash to title.
Then comes this bit of news. Miami is about to be home to the Reese's Pieces Orange Bowl.
Mega-chocolatier Hershey's is close to signing a deal that would make it the new title sponsor for Miami's signature college football event, replacing FedEx, according to the South Florida Business Journal.
Are you thinking what we are thinking? There is another Bowl Championship Series game that would be perfect for Hershey's. It's played in New Orleans and the domed stadium is even shaped like a Hershey's kiss, sort of (the Sugar Bowl for you non-college football fans).
FedEx ended its 21-year run as the lead sponsor the Orange Bowl after a spat over advertising with ESPN, which will broadcast the Orange Bowl for the first time next year. Hershey's jumped in and is now close to inking a four-year, $20 million deal for the rights to sweeten the Orange Bowl's title.
Is Tropicana just not in the market for college football sponsorship? What about Sunny D? We'd even take the Fanta girls.
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Pretty much none of the sponsors for any of the BCS bowl games make any sense when paired with the names.
A candy maker will have its name all over the Orange Bowl, Allstate will insure the Sugar Bowl, and a bank sponsors the Rose Bowl.
At least we have the Tostito's Fiesta Bowl. Leave it to the people in Arizona to keep it ethnic.
