 Currently, it is being sponsored by Vrbo, a vacation rental marketplace, and is known as the Vrbo Citrus Bowl.Since becoming one of the premier bowls, the Citrus Bowl is typically played at 1 p.m. EST on New Year's Day, immediately before the Rose Bowl, both of which have been televised on ESPN since 2011.When January 1 is a Sunday, the game has been played on January 2 or December 31, to avoid conflicting with the National Football League schedule.