Citigroup Inc. has decided not to renew its sponsorship of the Rose Bowl, Sports Business Journal reported on Monday.
Citi, which has sponsored the nation's oldest bowl game for the past seven years, made the decision largely based on flexibility and price, sources said, according to the report.
According to the report, Citi balked at the season-long college football sponsorship that is being asked of all BCS sponsors, saying that was more ad inventory than it wanted.
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