The SEC Bowl game based in Charlotte will need a new sponsorship. Belk has informed the Charlotte Sports Foundation that the company will not renew its contract to remain the game’s title sponsor according to The Athletic’s Joe Person.

The contract will expire after the 2019 Belk Bowl.┬áBelk has been the bowl game’s sponsor since 2011, giving it the longest sponsorship in the game’s history.

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The Charlotte-based bowl game was established in 2002 by Raycom Sports. For its first three seasons, it was called the Continental Tire Bowl, and then from 2005-2010, the game was referred to as the Meineke Car Care Bowl.

The SEC began playing, against an opponent from the ACC, in the Belk Bowl in 2014. Starting in 2020, the SEC will alternate its tie-in to the new-named bowl game with the Big Ten. The SEC will feature a team in the Charlotte-based bowl in odd numbered years.

Superstitious SEC fans probably aren’t too upset the Belk sponsorship is going away. SEC teams are 2-3 in Belk Bowls and have lost the last three matchups.┬áLast season, Virginia beat South Carolina, 28-0, in the Belk Bowl.