Monday, April 21, 2014

The Chick-fil-A Peach Bowl lives again.



Atlanta's long national nightmare is over. The Chick-fil-A Bowl is officially the Chick-Fil-A Peach Bowl once more. The name change comes as America's recently-crowned king of "chicken quick service" restaurants has signed a new six-year agreement sponsorship agreement with ESPN, holder of the bowl game's naming and media rights.

The new agreement restores the "Peach" to the annual post-season game's name, which has been absent since it was last used in 2005. It comes in conjunction with the bowl game's ascension to the new College Football Playoff. The CFP requires the its six "top-tier" bowl components (Rose, Sugar, Orange, Fiesta, Cotton, and Peach) to have "traditional" names.

“This is a remarkable day in our history when we can all come together as partners to celebratethese milestones,” said Gary Stokan, Chick-fil-A Peach Bowl president and CEO. “This not only represents the beginning of our new era in the College Football Playoff, but a reconnection to our history and tradition by bringing the peach back into our name.Chick-fil-A’s agreement with ESPN and the Bowl allows us to continue a 17-year relationship regarded as one of the most successful in the industry.”

The name change comes with a new logo, which while restoring the "Peach" to the bowl's name, lacks the actual color peach. Fortunately, scientists have yet to develop a genetically-modified peach with a silver color.

(via The Atlanta Journal-ConstitutionFB Schedules.)

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