One of this season’s upcoming bowl games will have a new name in place as TicketSmarter has become title sponsor of the Birmingham Bowl.

The agreement is for multiple years starting with the 2020 game on January 2 on ESPN at Legion Field in Birmingham, Alabama.

“We are honored and excited to partner with ESPN Events to be both the title sponsor of the TicketSmarter Birmingham Bowl and an official secondary ticket provider of ESPN Events,” said TicketSmarter CEO Jeff Goodman.

TicketSmarter is a partner with the St. Jude Children’s Research Hospital, contributing $1 from every transaction to help treat and eliminate childhood cancer. It is also the official ticket resale partner of Rose Bowl Stadium.

“We look forward to working with TicketSmarter to grow the bowl and provide a first-class experience for participating teams, fans, and the entire local community,” said Mark Meadows, executive director of the TicketSmarter Birmingham Bowl. “Birmingham is well known for its passion for college football, and we are excited to have TicketSmarter as our partner as we welcome football fans to visit our great city to experience the unique southern hospitality and college football frenzy that exists in Birmingham.”