The game was sponsored by BBVA Compass, a subsidiary of Bilbao, Spain-based Banco Bilbao Vizcaya Argentaria which is based in Birmingham. Compass and bowl officials announced the new sponsorship on November 4, 2010. The game formerly promoted the website of Papa John's Pizza, who became the title sponsor signing a multi-year agreement on November 16, 2006. The company declined to renew its sponsorship in 2010, so the bowl name reverted to its working title before the announcement of the Compass deal.
On April 3, 2013, BBVA Compass decided not to renew its sponsorship of the BBVA Compass Bowl following the January 2014 game.
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