 To balance the higher cost of broadcasting the games, ESPN demanded more money for title sponsorship of each game.Shipping company FedEx, which had become the Orange Bowl's title sponsor in 1990 and was the longest continuous sponsor of any bowl game, balked at ESPN's increased demands—about $20 million per year and required advertising outside the Orange Bowl—and ended its sponsorship.Citi, the title sponsor of the Rose Bowl, likewise ended its sponsorship over the increased cost.