The Insight Bowl has become the Buffalo Wild Wings Bowl under a new sponsorship agreement.
The change was announced by the Valley of the Sun Bowl Foundation, which operates the postseason contest played at Sun Devil Stadium in Tempe.
Minnesota-based Buffalo Wild Wings operates 835 sports-themed restaurants in the United States and Canada.
Initially known as the Copper Bowl and played in Tucson, the event was founded in 1989. It moved to Phoenix in 2000 and Tempe in 2006. The game became the Insight.com Bowl and, in recent years, simply the Insight Bowl.
This year’s game, to be played Dec. 29, matches the third selection in the Big 12 and fourth pick in the Big Ten, after BCS bowl choices are made.