The Heart of Dallas Bowl has a brand new bowl sponsor. Zaxby’s, a popular casual restaurant chain found throughout the southeast, has signed on for a four-year sponsorship deal with the Heart of Dallas Bowl. The game, played in the historic Cotton Bowl Stadium, will be sponsored by Zaxby’s through the 2017 season, and the contract has an option for an extension.
“We are delighted to join with an organization that is fully dedicated to supporting college football, and look forward to expanding the Zaxby’s brand across the nation with the title sponsorship of our bowl game,” said Brant Ringler, Executive Director of the Zaxby’s Heart of Dallas Bowl. “It’s only fitting that the ‘Official Chicken of Sports Fanz’ will be on hand to enhance the experience of our participating teams and football fans that travel to Dallas.”
Zaxby’s, based out of Athens, Georgia, claims there are over 640 stores found in 15 states. This is the first bowl game sponsorship deal the chain has negotiated.
The Zaxby’s Heart of Dallas Bowl will be played this season on December 26 at 1 p.m. eastern. The game, owned and operated by ESPN, will air -- naturally -- on ESPN. The game has tie-ins with the Big Ten and Conference USA. Conference USA is 2-0 in the bowl game, first played in 2011. The Big Ten is 0-3.