Ready! Set! Hut, hut: This holiday season's blitz of college football bowl games will feature a reshuffled roster of corporate sponsors spending millions to thrust their names in front of fans watching on TV and in the stands.
The bowls haven't disclosed their asking prices, but sports marketing experts contacted by The Associated Press estimated the annual cost for the top-tier games ranges from $25 million to more than $30 million. That's up from $16 million to $20 million previously.