The annual December bowl matchup involving champions of the SWAC and MEAC announced on Wednesday that it has adopted a new sponsor.
Cricket Wireless will be the title sponsor of the Celebration Bowl and the MEAC/SWAC Challenge, officials said.
Organized by ESPN Events in 2015, the Celebration Bowl was previously sponsored by the Air Force Reserve. The game did not have a sponsor in 2017 or 2019.
Due to the MEAC canceling all fall athletics due to the COVID-19 pandemic, and the SWAC following suit postponing its football season to spring 2021, it was announced that the 2020 Celebration Bowl had been canceled.
The MEAC leads the all-time series 4-1 over the SWAC.