The Fiesta Bowl has a new title sponsor for this season’s college football playoff game.
PlayStation has signed a multiyear deal after two other title sponsors had short tenures.
Obstacle race organizer BattleFrog was the title sponsor in 2016. The company replaced Vizio from the year before.
In a statement, Fiesta Bowl officials said PlayStation users closely match the demographics of the ESPN bowl games.
The College Football Playoff Semifinal game will be played in Glendale on New Year’s Eve.
