Why College Bowl Sponsorships Are a Touchdown for Chick-fil-A and Allstate

The New Year's Six scored big ratings

As marketers suit up for Super Bowl LI, some brands were already busy capitalizing on another rabid football audience: college bowl fans. The largest college bowls, known as the New Year's Six games—the Chick-fil-A Peach Bowl, PlayStation Fiesta Bowl, Capital One Orange Bowl, Rose Bowl by Northwestern Mutual, Allstate Sugar Bowl and Goodyear Cotton Bowl—were played this year from Dec. 30 to Jan. 2. Sponsorship efforts, say bowl brands, tend to pay off handsomely.