April 11th, 2012
NCAA wants to regulate bowl sponsorship, but should it?
By Dennis Dodd
You’ve never heard of the 5-hour Energy Bowl. That’s because the NCAA never let it become reality. The association actually squashed the International Bowl’s intent to sign the now-omnipotent product as a title sponsor.
“They did a broad stroke categorization that it was in the energy [drink] category,” said Don Loding, former executive director of the bowl that ceased operations after the fourth game in 2010. “They were making a policy decision against energy drinks.”
That decision in late 2009 had nothing to do with football, attendance or ratings. In the end, though, the verdict essentially killed the bowl.
“It was extremely damaging, yes,” Loding said.
The question is: To what extent should the NCAA have that power?