BOISE, Idaho -- The Humanitarian Bowl has a new handle --
thanks to a big 10-4 from one of the nation's largest truck stop
Executives with the bowl played on the blue turf at Boise State
University announced Wednesday a new three-year partnership with
Idaho-based Roady's Truck Stop. Terms of the deal were not
The sponsorship starts with the 2007 Roady's Humanitarian Bowl
and extends through the 2009 season. It coincides with the bowl's
new three-year television contract with ESPN and conference
agreements with the ACC and WAC.
"Roady's is a great fit," said Milford Terrell, chairman of
the Humanitarian Bowl. "They are a local company that brings great
energy and enthusiasm for our bowl and a geographic footprint that
mirrors that of the ACC and WAC."
On its Web site, the company says it has more than 350 retail
locations in 45 states.
This year's game is scheduled Dec. 31.