FedEx ends Orange Bowl sponsorship after 2 decades; BCS bowl seeks new title sponsor

FedEx ends Orange Bowl sponsorship after 2 decades

MIAMI — FedEx is ending its sponsorship of the Orange Bowl after two decades.

“This was a difficult decision but one that allows us to focus and redirect our marketing efforts toward our other sports properties and marketing initiatives,” the company said in a statement Monday.

ESPN is responsible for lining up title sponsors for the BCS bowls as part of its contract to broadcast the games.

“We are in active discussions around the Orange Bowl, which is a premier property and presents a tremendous marketing opportunity. FedEx remains an important client and we continue to be engaged with them in other areas,” Ed Erhardt, ESPN’s president of customer marketing and sales, said in a statement.

FedEx had been the bowl’s title sponsor since the 1990 game, making it the longest continuous sponsor of any bowl game.

“We will continue to work closely with the BCS leadership and ESPN, and we are confident that the network will secure a name sponsor for the Orange Bowl that is beneficial for all concerned,” the Orange Bowl said in a statement.

SportsBusiness Journal first reported the move.