Birmingham Bowl lands new title sponsor

It’s official—the Birmingham Bowl has a new title sponsor. Personal technology and audio brand JLab, which specializes in high-quality wireless earbuds, headphones and office accessories, is the new sponsor of the Birmingham Bowl.

Thanks to a four-year agreement with ESPN Events, the game will be known as the JLab Birmingham Bowl.

“Becoming the title sponsor of the Birmingham Bowl is more than a moment for us; it’s a chance to celebrate community, competition, and connection in Birmingham and beyond. We’re fired up to become the title sponsor!”

Win Cramer, CEO of JLab

JLab Birmingham Bowl set for Dec. 29

The 19th edition of the newly named JLab Birmingham Bowl will kick off on Monday, Dec. 29 at 1PM from Protective Stadium in Birmingham. If you can’t make the event, you can watch it on ESPN. 

The matchup will include teams from the Southeastern Conference (SEC), the American Conference or the Atlantic Coast Conference (ACC).

Last year’s game between Vanderbilt and Georgia Tech was considered one of the most competitive during the 2024 bowl season, with the Commodores coming out on top 35-27.

Since its inception in 2006, the bowl game has generated more than $190 million in economic impact for the Birmingham area, according to the Greater Birmingham Convention & Visitors Bureau.

All seating at Protective Stadium is reserved and will go on sale to the public on Sunday, Dec. 7 at BirminghamBowl.com. For premium seating, hospitality and branding opportunities, contact Mark Meadows at mark.r.meadows@espn.com.

For more news happening in Birmingham, sign up for our FREE newsletter.