• Miami Herald, Tuesday, May 4, 2010 10:47 AM

After 21 years of possession, FedEx has decided to punt on the Orange Bowl, Barry Jackson and Susan Miller Degnan report. It has informed ESPN that it will not renew its naming rights deal under the terms the network is seeking, and ESPN is considering other potential partners.

"This was a difficult decision but one that allows us to focus and redirect our marketing efforts toward our other sports properties and marketing initiatives," FedEx spokeswoman Carla Boyd emailed the reporters. "Sports marketing is a proven way to build the FedEx brand with customers and engage in the communities in which we work and live."

A source said the decision was "all about money." ESPN, which acquired the rights to sell sponsorship and advertising for the Bowl Championship Series (BCS) games as part of a four-year, $495 million deal that begins this coming season, was reportedly seeking a large increase from FedEx. Previously, Fox aired all of the BCS games except for the Rose Bowl.

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