Determined to get out of the proverbial cellar among America's big-four credit companies, Discover Financial Services is buying the title sponsor rights to the Orange Bowl.
It may not mean much to fans since most still choose to call it the "Orange Bowl," but I'm guessing most could still name the company Discover displaces as title sponsor. The answer is FedEx, which had been the title sponsor for an astonishing 21years previously.
The bowl and ESPN will now call it the "Discover Orange Bowl" through 2014...even if fans refuse to. The four-year deal could be worth close to $80 million.
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