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Discover Card likely to sign on as Orange Bowl sponsor

Three months after FedEx pulled their sponsorship, the Orange Bowl appears to be on the verge of adding a new title sponsor.

Again.

CNBC‘s Darren Rovell reports this evening that Discover Card is expected to be the new sponsor of the BcS game.  ESPN, which will begin broadcasting BcS games in 2011 (thank you, non-FOX media entity), refused to confirm that a deal with the credit card company is close.

“We are engaged in active discussions with several advertisers around the Orange Bowl and will make an announcement at the appropriate time,” said ESPN spokesperson Amy Phillips told Rovell.

A week after FedEx pulled their sponsorship this past May, the Sports Business Journal reported that Hershey’s — their Reese’s brand specifically — would be taking over as the Orange Bowl’s title sponsor.  Apparently, that will not be coming to fruition, at least based on the latest reports.

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