College football fans will see a lot more orange over the next four years, after Discover Card officials announced an agreement to sponsor the next four Orange Bowl games. The deal integrates Discover's familiar orange and black insignia into all Orange Bowl football logos over the next four years. ESPN viewers will also see Discover's logo throughout the network's college football coverage.

"Our cardmembers are very passionate about college football," said Harit Talwar, President of U.S. Cards for Discover. "As title sponsor of the Orange Bowl, Discover will be rewarding our cardmembers all year long with exclusive benefits, including ticket offers and unique experiences at the Discover Orange Bowl. It's a great way to show how it pays to Discover."

Sports and entertainment event sponsorships have become increasingly vital to credit card issuers over the past few years. Instead of using events as springboards for advertising, credit card companies have leveraged their access to provide exclusive, experience-based rewards for cardholders. Just as Visa has staked a claim around the Olympics and American Express has treated customers to special Fashion Week events, the Orange Bowl offers Discover a unique opportunity to broaden its appeal to sports fans.

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joe

Joe Taylor Jr. is an internal business consultant for a Fortune 500 company, who writes about finance, culture, and design. He holds a Bachelor of Science in Communications from Ithaca College.