CHARLOTTE, N.C. — When it comes to college football, Belk is getting out of the game. The Charlotte-based department store chain confirmed Wednesday afternoon it will no longer sponsor the city’s annual bowl or the Labor Day weekend kickoff match-up.
That means the upcoming game at Bank of America Stadium on Dec. 31 will be the ninth and final time it’s called the Belk Bowl. The Athletic first reported the company’s decision not to extend the sponsorship.
The game itself is staying. The Charlotte Sports Foundation operates the bowl and the Labor Day weekend kickoff game.
“It’s been a great nine-year run,” foundation executive director Danny Morrison told CBJ in an interview Wednesday. “Belk has positioned the bowl to be one of the premier bowls in the country.”
Read more here about what this change means for the local event.
Cox Media Group