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Zaxby's secures sponsorship of Heart of Dallas Bowl game

The game will be called the Zaxby's Heart of Dallas Bowl, and the sponsorship will be for four years through the 2017 bowl game, with an option to extend for a longer period.

October 23, 2014

Zaxby's has been named the new title sponsor of the Heart of Dallas Bowl, which will be played Dec. 26 at Cotton Bowl Stadium.

The game will be called the Zaxby's Heart of Dallas Bowl, and the sponsorship will be for four years through the 2017 bowl game, with an option to extend for a longer period.

"To reinforce our brand as the 'Official Chicken of Sports Fanz' and extend our reach as an emerging national concept, Zaxbys offers an indescribably good experience in our restaurants and on the field during the Zaxby's Heart of Dallas Bowl," said Zach McLeroy, CEO and co-founder of Zaxby's, in a press release. "We believe the sponsorship of a national bowl will allow our loyalists as well as our new fans to connect with us on an even bigger playing field."

The fifth annual Zaxby's Heart of Dallas Bowl will be aired on ESPN for the first time after playing on ESPNU the past four years. The radio broadcast will transmit nationwide through the Heart of Dallas Bowl Radio Network. The game will feature a team from Conference USA against a member of the Big Ten Conference. Last year's contest saw the University of North Texas defeat UNLV 36-14.