The Texas Bowl and Kinder’s Premium Quality Seasonings & Sauces agreed to a three-year title sponsorship deal that is said to be “worth close to” $3M annually and will now be known as the Kinder’s Texas Bowl for the 2024, 2025 and 2026 games, according to Chandler France of the HOUSTON BUSINESS JOURNAL. The deal will also see Kinder’s become the College Football Playoff’s official sauce and seasoning. The game had been referred to as the TaxAct Texas Bowl from 2021-23, but Lone Star Sports & Entertainment GM David Fletcher said that the tax-filling service provider decided to move in a “different direction after it was sold.” Fletcher said that when TaxAct stepped away, LSSE worked closely with ESPN to find a new title sponsor. A key part of the equation for the new title sponsor was the fact that the Texas Bowl “returns to the New Year’s Eve slot this year” for the first time since 2011. This year, the game will lead into the first-ever CFP quarterfinal matchup. Title sponsors in recent years have debuted “unique brand-specific aspects” to their bowl games. When asked if that could “mean that the winners of the Kinder’s Texas Bowl will be doused in barbecue sauce,” Fletcher said, “There are a lot of ideas out there” (HOUSTON BUSINESS JOURNAL, 12/4).
