 Since 2007, the game has been sponsored by Allstate and officially known as the "Allstate Sugar Bowl".Previous sponsors include Nokia (1996–2006) and USF&G Financial Services (1988–1995).The Sugar Bowl has had a longstanding—albeit not exclusive—relationship with the Southeastern Conference (SEC) (which once had a member institution based in New Orleans, Tulane University; another Louisiana school, Louisiana State University (LSU) in Baton Rouge, is still in the SEC today).