‘Peach’ Coming Back To Chick-fil-A Bowl
Atlanta’s annual college football bowl needed a little something old to get a little something new.As heard on the radio
The Peach Bowl is back, part of a six-year agreement between Atlanta-based fast food chain Chick-fil-A and ESPN that will also bring portions of the new 4-team College Football Playoffs to the city in the next few years.
Under the agreement, the game’s name will revert from the Chick-fil-A bowl back to the Chick-fil-A Peach Bowl to satisfy naming rules set by playoff organizers. The word “peach” was dropped from the bowl title in 2006.
The bowl will also play host to one of two national semi-final games every three years under the revamped College Football Playoffs, the first of which is scheduled to follow the 2016 football season.
“We actually started our conversations with ESPN earlier than some of the other potential sponsors,” said Steve Robinson, executive vice-president of Chick-fil-A and chief marketing officer. “And kind of being the new kid on the block in terms of a national landscape, we felt like it was important to get out in front of it.”
Robinson would not disclose the price tag of the deal.
Bowl officials say plans for the new Atlanta Falcons Stadium played a huge role in the deal to bring parts of the playoffs to the city. Officials also say they plan to make a bid this spring to host the championship game following the 2017 season to coincide with the new stadium’s opening.
The Cotton, Fiesta, Orange, Rose and Sugar Bowls round out the hosts for the new playoff series.
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