Duke's Mayonnaise replaces Belk as sponsor of Charlotte bowl game

CHARLOTTE, N.C. -- Duke's Mayonnaise is the new title sponsor of the regular-season college football game and postseason bowl game played in Charlotte.

Duke's Mayonnaise replaces Belk, whose contract ended last year.

The Duke's Mayo Classic will feature Notre Dame against Wake Forest on Sept. 26 at Bank of America Stadium, home of the NFL's Carolina Panthers. The Duke's Mayo Bowl will be held at the same site at a date to be determined later and feature a matchup between teams from the Atlantic Coast Conference and Big Ten Conference. The Southeastern Conference will rotate with the Big Ten every other year moving forward.

Last year, Kentucky defeated Virginia Tech 37-30 in the Belk Bowl on New Year's Eve.

Duke's Mayonnaise unveiled the announcement Thursday with an advertisement featuring former Panthers All-Pro linebacker Luke Kuechly.

Financial terms were not disclosed, but Charlotte Sports Foundation executive director Danny Morrison said the sponsorship agreement was for multiple years.

"We're excited about partnering with Duke's Mayonnaise," Morrison said of the Greenville, South Carolina-based company. "Duke's Mayonnaise is an iconic Southern brand that has been in business for 103 years. Their core is in the mid-South and Southeast, but they're also a national brand. This will create incredible visibility for them."

The two games combined for a $145 million economic impact to the Charlotte community over the past three years. They have created $78 million in direct spending and been responsible for 135,000 hotel room night bookings.

Duke's Mayonnaise president and CEO Martin Kelly said "sponsoring these great games is the perfect opportunity to increase our brand recognition throughout the country. But even more importantly, it is a way for us to impact the local community. The games are a proven economic boost to the region, especially the hospitality and food service industries that have been hit so hard during this pandemic."