 In early 2012, naming rights were agreed to by Russell Athletic; five games were played as the Russell Athletic Bowl.In early 2017, Camping World signed an agreement to be the title sponsor of the game through 2019; three editions were staged as the Camping World Bowl, concluding with the 30th playing of the bowl.In May 2020, Cheez-It signed on as the new title sponsor of the game in a multi-year agreement.