Mobile’s college football bowl game has a new title sponsor.

68 Ventures, a Baldwin County-based home real estate construction and development firm, has taken over naming rights to the game. LendingTree, an online lending company based in North Carolina, had served as title sponsor the last four years.

“We’ve had a long history of great title sponsors and are thrilled to have 68 Ventures joining us,” bowl president Jerry Silverstein said. “The sponsorship by 68 Ventures will allow the Bowl to continue and increase our year-round charitable efforts in the community, and this partnership will allow both organizations to elevate and grow our local community involvement and impact.”

According to a bowl spokesperson, the game will be known as the 68 Ventures Bowl in 2023. A new bowl logo will be released in the coming weeks.

Founded in 1999 as the Mobile Alabama Bowl, the game has had numerous title sponsors over the years. GMAC, GoDaddy and Dollar General all sponsored the game prior to LendingTree taking over in 2019.

After being played at Ladd-Peebles Stadium for its first 22 years, the game moved to Hancock Whitney Stadium on the South Alabama campus in 2020. Southern Miss beat Rice 38-24 in last year’s LendingTree Bowl, which took place Dec. 17.

Nathan Cox, who played football at Alabama in the early 2000s before joining the Marine Corps, created 68 Ventures by combining several other companies in 2016. According to a media release from the bowl game, 68 Ventures “serves as the parent company for numerous operating businesses along the Gulf Coast which focus on development, investment and construction.”

“We are thrilled to be part of such a prestigious event and for the incredible opportunity to contribute to the growth and development of our community,” Cox said. “As a native Mobilian, former college football player and entrepreneur that still calls coastal Alabama home, it’s an honor to join forces with the City of Mobile to make this year’s game an unforgettable experience for the teams and their fans.

“The sacrifices these athletes make to compete at this level is a source of inspiration to us, and we look forward to celebrating them by bringing an energy to this year’s game that only a local partner can provide. We are humbled to be selected to take part in the college football bowl experience and excited to contribute to this tradition of excellence, both on and off the field.”

Mobile’s bowl game marks its 25th anniversary in 2023. Game date and kickoff time will be announced later this month.