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FedEx is ending its sponsorship of the Orange Bowl after two decades.
``This was a difficult decision but one that allows us to focus and redirect our marketing efforts toward our other sports properties and marketing initiatives,'' the company said in a statement Monday.
ESPN is responsible for lining up title sponsors for the BCS bowls as part of its contract to broadcast the games.
``We are in active discussions around the Orange Bowl, which is a premier property and presents a tremendous marketing opportunity. FedEx remains an important client and we continue to be engaged with them in other areas,'' Ed Erhardt, ESPN's president of customer marketing and sales, said in a statement.
FedEx had been the bowl's title sponsor since the 1990 game, making it the longest continuous sponsor of any bowl game.
``We will continue to work closely with the BCS leadership and ESPN, and we are confident that the network will secure a name sponsor for the Orange Bowl that is beneficial for all concerned,'' the Orange Bowl said in a statement.
SportsBusiness Journal first reported the move.
