One week ago today, it was learned that FedEx was pulling its sponsorship of the Orange Bowl.
Today, however, brings word that the bowl game and ESPN could be very close to filling the sponsor void.
According to the Sports Business Journal, Hershey’s is closing in on a deal with the sports network to become the title-sponsor of the Orange Bowl. Specifically, the Reese’s brand would be the name plastered on the bowl game beginning in 2011.
The new deal would reportedly be for four years and would be worth just under $20 million annually.