With seemingly random companies like “Bad Boy Mowers” and “Cheribundi Tart Cherry” sponsoring bowls, you may wonder how costly it is to buy the naming rights to a bowl game. While even the cheapest bowls aren’t pocket change, it may not be as expensive as you think.
The cheapest cost to sponsor a bowl game can be estimated at around $500,000. The Birmingham Bowl recently was compensated in that amount from the city for their lack of a sponsor, providing a good estimate on their baseline expectation.
However, $500,000 isn’t going to get you the naming rights to a New Years Six game. Capital One reportedly paid up to $25 million to sponsor the Orange Bowl in 2017, and it’s safe to assume that cost has risen quite a bit since then.
Given private companies sponsor these bowls, it’s not always easy to track down exact values. the simple answer is, you could pay anywhere from half a million to upwards of $30 million to sponsor a bowl game depending on how important of a game it is.