COLUMBUS, Ohio -- It turns out there was a price tag on the storied rivalry between Ohio State and Michigan.
SBC Communications has agreed to pay $1.06 million for the naming rights to the Ohio State-Michigan football game for the next two years.
When the two teams meet for the 101st time on Nov. 20 in Columbus, the matchup will be called the SBC Michigan-Ohio State Classic. The order of the two school names will be switched for next year's game in Ann Arbor.
A logo featuring SBC's name will be displayed on the scoreboard and on signs around Ohio Stadium, but not on the field or players' uniforms.
Each university will receive $530,000 from SBC for the two-year deal.
San Antonio-based SBC already sponsors the annual Red River Shootout between Oklahoma and Texas played in Dallas and the Cotton Bowl.