A proposed contract between the University of Georgia, the University of Florida, and the city of Jacksonville is attempting to brand the annual college football game, thereby allowing both schools and the long-time host city of their traditional rivalry game to secure the rights to branded promotional products, sponsorship deals, and other advertising efforts. The details of the contract are still being ironed out, and it may not even take effect. If the deal does go through, both schools, as well as the city of Jacksonville, stand to profit immensely from the sales of promotional products and college football paraphernalia.
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