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Jan 6, 2014; Pasadena, CA, USA; An exterior view of the Rose Bowl stadium prior to the game between the Florida State Seminoles and the Auburn Tigers in the 2014 BCS National Championship game at the Rose Bowl. Mandatory Credit: Kirby Lee-USA TODAY Sports

The Rose Bowl finds new sponsor in Northwestern Mutual

Northwestern Mutual will be the presenting sponsor for the longest-running college football postseason event, according to USA Today’s Paul Myerberg.

The deal runs through the 2020 season and the game will be called, “The Rose Bowl presented by Northwestern Mutual.” The Rose Bowl will serve as a site for one of the national semifinals for the new College Football Playoff during the 2015 and 2018 seasons and Northwestern Mutual CEO John Schlifske thinks this will transcend sports.

“This is groundbreaking stuff,” said Schlifske. “I grew up with the first Super Bowl and nobody knew what it was going to become – it wasn’t even called the Super Bowl.

“I think you look at what this is, it’s going to become a spectacle. I think it’s going to be a much bigger thing that just who wins the national championship. I think it’s going to turn into more than just a sporting event. It’s going to be a spectacle in America.”

The Rose Bowl will continue to pair the Big Ten and Pac-12 champions unless the champion from one of the two leagues is chosen for the four-team playoff.

The Rose Bowl has been played annually since 1902 on New Year’s Day from the Rose Bowl in Pasadena, Calif. and includes the Tournament of Roses Parade prior to the game.

Last year’s Rose Bowl was won by the Michigan State Spartans last year after they defeated the Stanford Cardinal.

Tags: The Rose Bowl

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