100,000 searches on Google purely on the name Belk. Uncountable mentions throughout the game, during the lead-up and the post-game. Even just the pure alliterative pleasure of saying “Belk Bowl” has paid off handsomely for its sponsor. Charlotte-based Belk is a popular department store chain that began stamping its name on this college football Bowl game in Charlotte, NC back in 2010. By the way, this year Georgia whupped Louisville 37-14 in the Belk Bowl.
Belk, known for innovative marketing moves like local designer contests, is a perfect choice for this Bowl game that started in 2002. It’s been called the Queen City Bowl, The Continental Tire Bowl and the Meineke Car Care Bowl (yawn), but Belk has looked like a permanent fit since taking over in 2010. Belk likes the Belk Bowl so much that the company extended its initial three-year deal through 2019. Nick Chubb of Georgia was the 2014 Belk Bowl MVP. The University of North Carolina has, conveniently, played in more Belk Bowls than any other school.