The TicketCity Bowl has found itself some new sponsors and will be renamed the Heart Of Dallas Bowl as the annual event looks to revamp itself this season.
Heart of Dallas is a new nonprofit looking to help Dallas area youngsters though sports and entertainment events, with the Jan. 1, 2013 bowl game serving as their launch event.
"Heart of Dallas is a way for our city to showcase its sports and entertainment for the benefit of those in need right here in our community," said Conference USA Commissioner Britton Banowsky. "The vision is that through first-class events, we can assemble the next generation of community leaders while at the same time recognizing and supporting the amazing work being done by the charities in this community."
The game will be held at the Cotton Bowl in Dallas with additional support provided by PlainsCapital Bank, MetroPCS, the Dallas Convention and Visitors Bureau, Omni Hotels and Hyatt. The match-ups are set through 2014, with a team from the Big 12 taking on a team from the Big Ten in 2013, while the Big Ten will square off with a Conference USA team in 2014.
The game will be shown live on ESPNU, with kickoff set for noon ET.
This post originally appeared on SBNation.com.