Chick-Fil-A Peach Bowl

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The Chick-fil-A Peach Bowl is dropping the "Peach."

The Atlanta-based fast-food giant has been the title sponsor of the Peach Bowl since 1997.

It will acquire exclusive naming rights to the game beginning next season and will change the name to the Chick-fil-A Bowl.

The Peach Bowl board of directors voted yesterday to accept the company's five-year, 22 (m) million dollar bid to rename the game. The bowl will give up the tradition of the Peach name it has used since 1968.

The previous contract was for three years and about nine (m) million dollars. The new deal will roll over year so that the two parties always will have a five-year contract.

Bowl officials are hopeful the deal will lead to a future run at a spot in college football's Bowl Championship Series.