New College Bowl Game Sponsors? and Bridgepoint
October 19, 2010

Its much-hyped Super Bowl commercials feature buxom young women in revealing clothing (and in one instance, encountering a wardrobe malfunction that got the spot barred from the airwaves). Now, the domain name registry, says it is attaching its name to one of the 429 -- oops, we mean 35 -- bowl games certified by the National Collegiate Athletic Association this year for Football Bowl Subdivision (formerly Division I-A) teams. The Bowl will be the new name for the GMAC Bowl, which has been played in Mobile, Ala., since 1999. This is just one of the games with new names this year; others include the Kraft Fight Hunger Bowl (previously the Emerald Bowl) and the uDrove Humanitarian Bowl (formerly the Roady's Humanitarian Bowl, and at least two other sponsors before that). And one other new entrant in the bowl naming game this year is Bridgepoint Education Corp., parent of fast-growing Ashford University and the University of the Rockies. Bridgepoint, a San Diego-based company, announced in April that it would sponsor the Holiday Bowl through 2012. Terms were undisclosed.

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