HONOLULU -- Sheraton Hotels & Resorts has reached an agreement to take over title sponsorship of the Hawaii Bowl.
Terms of the multiyear deal were not disclosed Thursday.
Sheraton replaces ConAgra Foods, which terminated its agreement with the postseason college football game earlier this year.
The hotel chain will receive extensive on-air advertising during the game, which will be televised on ESPN, and gain exposure through the sports network's magazine, radio network and Web site, ESPN said in a news release.
The Sheraton Hawaii Bowl, scheduled for Christmas Day at Aloha Stadium, is owned and operated by ESPN Regional Television, the marketing arm of the cable sports network, in partnership with the University of Hawaii, the Western Athletic Conference and Conference USA.
Tulane beat Hawaii 36-28 in last year's inaugural Hawaii Bowl. It marked the return of a postseason game after a one-year absence following Aloha Sports Inc.'s decision to move the Aloha Bowl and the Oahu Bowl to the West Coast in 2001.
Sheraton, one of several brands owned by White Plains, N.Y.-based Starwood Hotels & Resorts Worldwide, Inc., has seven properties in Hawaii.
This story is from ESPN.com's automated news wire. Wire index
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