College football's oldest postseason event introduced its new logo Wednesday, with Northwestern Mutual sponsoring the Rose Bowl beginning in 2015.
The agreement with Northwestern Mutual will occur throughout the 2020 season, and the Rose Bowl will act as one of the two national semifinals during the 2015 and 2018 season.
The game will now be referred to as "the Rose Bowl presented by Northwestern Mutual," and the company's CEO is extremely optimistic about the event's future.
"This is groundbreaking stuff. I grew up with the first Super Bowl and nobody knew what it was going to become - it wasn't even called the Super Bowl," John Schlifske stated.
"I think you look at what this is, it's going to be come a spectacle. I think it's going to be a much bigger thing that just who wins the national championship. I think it's going to turn into more than just a sporting event. It's going to be a spectacle in America."