Duke’s Mayonnaise Replaces Belk As Title Sponsor Of Charlotte Bowl Game

The Charlotte Sports Foundation announced on Thursday that Duke’s Mayonnaise has replaced Belk as the title sponsor of the annual college football bowl game held at Bank of America Stadium in Charlotte, North Carolina.

https://twitter.com/DukesMayoBowl/status/1273616512570589184

“The Duke’s brand is synonymous with mayonnaise in every kitchen in the south,” Charlotte Sports Foundation executive director Danny Morrison said in a press release. “Partnering with such a storied, regionally based partner is an energizing opportunity for CSF. We look forward to promoting their iconic brand on a national level, and we’re excited to operate the bowl and kickoff games in 2020 and beyond with Duke’s Mayonnaise as our partner.”

Duke’s Mayonnaise — which is currently owned by Richmond, Virginia-based Sauer Brands — was created by Eugenia Duke in Greenville, South Carolina, in 1917 and has since grown to become the third-largest mayonnaise brand in the United States behind Hellman’s and Kraft. As Morrison mentioned, it will also be the title sponsor of an annual regular-season college football game to be played in Charlotte.

“We are very eager to spread our name across college football with the Duke’s Mayo Classic and the Duke’s Mayo Bowl,” said Sauer Brands president and CEO Martin Kelly. “Sponsoring these great games is the perfect opportunity to increase our brand recognition throughout the country. But even more importantly, it is a way for us to impact the local community. The games are a proven economic boost to the region, especially the hospitality and food service industries that have been hit so hard during this pandemic. Partnering with the Charlotte Sports Foundation to ensure the future of these games gives Duke’s Mayonnaise great exposure while championing economic recovery and growth.”

Originally commissioned as the Queen City Bowl, the annual bowl game has undergone several sponsorship changes dating back to its inaugural game in 2002. That includes Continental Tire (2002-04), Meineke Car Care Center (2005-2010) and Belk (2011-19). The department store chain’s contract after last year’s game, which saw Kentucky knock off Virginia Tech on New Year’s Eve.

Financial terms were not disclosed, though Morrison said the sponsorship agreement was for multiple years.

This year’s Duke Mayo Bowl will — for the first time ever — feature a matchup between the Atlantic Coast Conference and the Big Ten, with the Southeastern Conference rotation with the latter every other year. It will be held on a to-be-determined date in December and be broadcast live on the ESPN family of networks.

The inaugural Duke’s Mayo Classic, meanwhile, will pit Notre Dame and Wake Forest on Sept. 26. Future matchups include Georgia against Clemson in 2021 and North Carolina against South Carolina in 2023.