FedEx Corp. – one of the most recognizable corporate names in sports marketing – will no longer be the title sponsor of the Orange Bowl, the Sports Business Journal reported Monday.
The Memphis-based shipper has been affiliated with the Orange Bowl since 1989, making it the longest running title sponsorship among current college football bowl games.
FedEx, which has naming rights to FedExForum here and FedExField in Washington, has tweaked its sports marketing during the last few years as it copes with a challenging economy. For example, the company didn’t advertise during the 2009 Super Bowl.
But it still remains a powerful name in sports with sponsorship positions in professional football, basketball, baseball and car racing.