Bowl games have had sponsored names for decades. They are just getting weirder.
What's so bizarre - again - is this was the direct result of us being able to watch ALL OF THE GAMES on television instead of "your team can only appear five times in two years."
When SCOTUS ruled in 1984 that the NZAA was restricting commerce, it flooded the market with football games that resulted in a sudden elevator drop of the value of the games, the commercial ad time (there were now too many alternatives), and while other sports saw skyrocketing rights fees, college football collapsed inward. That one decision caused several things, including:
1) the creation of systems like Tide Pride, where rather than buy tickets, you buy a spot in line for tickets and THEN pay for them
2) the bowls needing an infusion of money from corporate America
Seriously, what caused this whole thing in the end was CBS (IIRC) absolutely refused to refer to the game as the John Hancock Sun Bowl, and its contract came up for renewal. John Hancock Life Insurance told them, "You change the name of the game or find another sponsor," and the Sun Bowl - mind you, the second oldest bowl game (behind the Rose) - had to say, "Yessir, yessir, three bags full of money."
And that opened the floodgates to crap we look at now like the Micron PC bowl, the Foster Farms Bowl, etc.
Can you imagine 50 years from now when people don't exactly know why it was called the Blockbuster Bowl?