ESPN Signs Prudential as Sponsor of Rose Bowl Game

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Insurance company replaces Capital One

Rose Bowl Trophy
Penn State and Utah will battle for the Rose Bowl trophy on Jan. 2. (Image credit: Disney)

Disney Advertising Sales said that Prudential Financial has signed up as the new presenting sponsor of the Rose Bowl Game, which will air on ESPN on January 2.

Prudential replaces last year’s sponsor Capital One.

Financial terms were not disclosed.

Also: College Bowl Season Kicks Off

"We're incredibly excited to have Prudential join our strong slate of CFP sponsors on Disney," Disney Advertising Sales senior VP Mike Denby said. "The Rose Bowl Game has long been one of college football's most storied events and we're looking forward to reaching new audiences together. Through our best-in-class content, Prudential will be able to connect and engage with fans all across the country for football's greatest New Year's tradition."

No. 8 Utah will play Penn State in this season's Rose Bowl.

Prudential joins a roster of bowl game sponsors for ESPN. The other sponsors for the Big Six Years bowl games are Allstate, Capital One, Chick-fil-A, Goodyear and Vrbo. ■

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.