Vrbo is the New Title Sponsor of the Fiesta Bowl

The Fiesta Bowl has announced a new title sponsor in online property rental company Vrbo.

The Vrbo Fiesta Bowl will be a playoff semifinal this year, played on December 31 in Glendale, Arizona. The other semifinal on the same day is the Chick-fil-A Peach Bowl. The College Football Championship game will be played in Los Angeles on January 9.

“We are thrilled to partner with Vrbo as we carry out our vision to be the preeminent college football bowl and deliver world-class hospitality,” said Fiesta Bowl Board Chair Randal Norton. “The Fiesta Bowl and Vrbo both create fun and memorable experiences for fans and guests alike and together we will showcase Arizona as a premier year-round destination. The Vrbo Fiesta Bowl partnership will focus on the importance of connection and the joy of celebrating meaningful moments with family and friends.”

“We put on a mega-event every year,” said Jose Moreno, Fiesta Bowl chief marketing officer. “This is even a bigger mega-event, with the playoff. We are going to be that gateway to go on to the national championship in Los Angeles.”

In addition to the exclusive naming rights, Vrbo becomes the official travel sponsor of the College Football Playoff, including Vrbo ads being televised throughout the college football season on ESPN.

The partnership was announced July 25 from a nine-bedroom, six-bath luxury Vrbo property in Scottsdale.

“There’s nothing like spending an amazing weekend away with family or old college friends in a Vrbo and getting the whole place to yourselves,” said Jon Gieselman, president of Expedia Brands, which owns Vrbo. “Partnering with the Fiesta Bowl is a perfect fit for Vrbo because Arizona is one of our most popular vacation destinations. We look forward to seeing fans from all over the U.S. enjoy being together in some of the finest vacation homes in the country.”