GoDaddy Bowl renamed Dollar General Bowl

After four years of sponsorship in Mobile, AL, GoDaddy.com has lost its credibility to discount chain, Dollar General.

Next: Dolphins sign naming rights for stadium with Hard Rock

In an unprecedented move for the college football postseason, the GoDaddy Bowl forfeited naming rights to its bowl game, which pits a Sun Belt opponent against a representative from the Mid-American Conference.

Instead of a predictably large corporation overtaking the sponsorship of the game — held at Ladd Peebles Stadium — Dollar General will take over in December as the new sponsor.

The bowl went without an official name until its second contest, for which then-insurance giant, GMAC, snatched up rights in 2000. Featured in this match-up was defending champion TCU and Southern Miss, who claimed the 2000 bowl title.

Dollar General’s now sponsor college football’s highest-scoring competition … ever.

In the beginning of the 21st century, the GMAC Bowl rocked the audience when Byron Leftwich (Marshall) contributed to his team’s comeback against East Carolina, who had a 30-point margin. Throughout the double OT game, both teams were equally matched up in terms of numbers, but Marshall’s passing game (322.4 yards) overshadowed that of David Garrard and East Carolina (196.4 yards).

Once December rolls around, Dollar General won’t head into its first bowl alone. In fact, Coca Cola agreed to help out — a cooperative Dollar General surely can’t refuse given its reputation.

Although likely to be burnt alive by the internet and jeered at by countless college football fans, not all are feeding off the same energy of this “new kid on the block.”

Dollar General CEO Todd Vasos commented on the opportunity:

“We know how passionate many of our customers are about college football and look forward to present Dollar General’s value and convenience message to a national audience in the days before Christmas.”

By nearly bordering a state that’s the birthplace of Wal-Mart (Arkansas), Alabama can rest assured that its cheapskate days are far ahead of them with this new deal in place — a deal likely not welcomed by the face of GoDaddy, NASCAR driver, Danica Patrick.

The Tennessee-based company surely didn’t auction off its soul for a 99-cent bargain, but it sends a message to the college football landscape when it comes to handling sports business.

Though ticket prices are yet to be discussed, a one-dollar ticket won’t be a trend any time soon. Concessions, however, might feature knock-off pretzels and generic apparel that fades out in two washes.