Alltel was to assume the title sponsorship and naming rights to the game beginning in 2014, which would have been titled the Alltel Wireless Bowl to promote its mobile division, but the deal fell through. Instead, Lockheed Martin became the game's sponsor. The company has a major presence in the Dallas-Fort Worth Metroplex: the company's Lockheed Martin Aeronautics division is based in Fort Worth while its Lockheed Martin Missiles and Fire Control division is based in nearby Grand Prairie. In December 2018, Lockheed Martin extended its sponsorship though 2025.