Starting in 2012 the game, which matches teams from the Big 12 and Big Ten at Sun Devil Stadium, will be known as the "Buffalo Wild Wings Bowl."

Buffalo Wild Wings is a restaurant chain known for its tasty wings as well as other food.

"Buffalo Wild Wings has become a brand for the fans and now we'll be bringing our unique Buffalo Wild Wings experience to college football fans across the country." said Kathy Benning, executive vice president global marketing and brand development at Buffalo Wild Wings in a press release. "We look forward to entering the college bowl arena as the title sponsor of this progressive property. It aligns our growing brands and provides tremendous new opportunity to interact with our guests, who we know are passionate about football."

The new sponsorship means a new logo and trophy will be created for the game.

"We are pleased to welcome Buffalo Wild Wings as a partner," said Steve Whiteman, Valley of the Sun Bowl Foundation board chairman in a release. "They provide a natural opportunity for us to offer college football fans a truly memorable game experience. Buffalo Wild Wings shares our commitment to give back to the community, and their dedication to excellence and focus on fit closely with our mission."