Fast-food chain Chick-fil-A, Atlanta, has signed as title sponsor for the 1997 Peach Bowl football game. The multi-year agreement, announced during the 1996 Peach Bowl on Dec. 29, is Chick-fil-A's first foray into national sports marketing. Chick-fil-A will promote the game largely through in-store events and premiums. The chain has 720 units, many of which are located in Southeastern markets affected by both the Atlantic Coast Conference and Southeastern Conference schools whose teams play in the annual tournament.
Copyright December 1996, Crain Communications Inc.