Fourteen might be a common football score, but a 14-year relationship with the same title sponsor is an uncommon cause for celebration at the SBC Cotton Bowl Classic. The SBC family of companies and the Cotton Bowl Athletic Association (CBAA) today announced a four-year extension -- through Jan. 1, 2010 -- of one of college football's longest-running title sponsorships, which began in September 1996. Bowl and city officials estimate that the SBC commitment will help the SBC Cotton Bowl Classic generate $24 million for higher education and more than $120 million in direct spending for the City of Dallas from 2007 through 2010.