The Beef 'O' Brady's Bowl located in St. Petersburg will be known as the Bitcoin St. Petersburg Bowl beginning in the 2014 season, the bowl announced on Wednesday.
BitPay will serve as the bowl's title sponsor for three seasons through 2016. The '14 installment will be played on Friday, Dec. 26 at 8 p.m. ET at Tropicana Field in St. Petersburg. The game will feature teams from the ACC and the American Athletic Conference and will air on ESPN.
BitPay executive chairman Tony Gallippi said in a statement that the bowl sponsorship is an important opportunity for BitPay.
"Our goal is to continue to move bitcoin into the mainstream and sponsoring the St. Petersburg Bowl offers us that opportunity," said Gallippi. "College football fans and the bitcoin community represent a similar target demographic -- tech-savvy men between the ages of 18 and 40."
Naturally, the college football Twittersphere had plenty to say about the announcement.