May 03, 2010 at 06:36 PM
written by Sports Business Journal

FedEx Name Will Come Off Orange Bowl

FedEx has informed ESPN that it will not renew its entitlement of the Orange Bowl, ending a 21-year association with the Bowl Championship Series event. The move ends what was the longest-running title sponsorship of a BCS game.

For more than two decades as an Orange Bowl sponsor, the game became FedEx's biggest annual hospitality event, with the company entertaining as many as 700 customers over three to four days in Miami.

While the game itself was important to FedEx, the company was not interested in a larger college football platform.