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NEW YORK — Sports branding has created a substantial windfall for Florida, college football and FedEx, which has owned the naming rights to the Orange Bowl game since 1989.
This past winter, when Florida State and Oklahoma played for the national championship, the FedEx Orange Bowl game at Miami’s Pro Player Stadium and related activities brought in more than $185 million to South Florida’s economy. The figure includes the value of advertising from media coverage, the amount spent at local businesses and the impact to area businesses, according to Sport Management Research Institute, Weston, Fla.
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