Zaxby’s announces 4 year sponsorship for Heart of Dallas Bowl

The Heart of Dallas Bowl announced Tuesday that Zaxby’s has agreed to a four-year sponsorship for the annual college football bowl game.

The game played at the Cotton Bowl features teams decided through tie-ins between the Big Ten, Big 12 and Conference USA.

The first Zaxby’s Heart of Dallas Bowl will be played on Friday, December 26, 2014. 

"To reinforce our brand as the Official Chicken of Sports Fanz and extend our reach as an emerging national concept, Zaxbys offers an Indescribably Good experience in our restaurants and on the field during the Zaxby’s Heart of Dallas Bowl ... We believe the sponsorship of a national bowl will allow our loyalists as well as our new fans to connect with us on an even bigger playing field," said Zach McLeroy, CEO and co-founder of Zaxby's.

TicketCity and PlainsCapital Bank were the previous sponsors in the bowl's four games played from 2011-2014.