In 1990, the league was renamed Tippeligaen, when Norsk Tipping became the main sponsor of the league. When fans and media continued referring to the league as 1. divisjon, it was decided to let the second level league of Norwegian football "inherit" the name 1. divisjon in 1991, to help Tippeligaen establish as a brand. Rosenborg of Trondheim won the first year the league bore the name Tippeligaen in 1990. Followed by a win by Viking of Stavanger in 1991. In 1992, Rosenborg started a run of 13 consecutive titles which lasted to the 2004 season. During the first years of Rosenborg's thirteen-year run, they won the league with substantial margins, only partly challenged by Bodø/Glimt, Molde, Lillestrøm and Brann. However, this was steadily narrowing down towards a dramatic finish in 2004, where the Trondheim team tied with Vålerenga of Oslo in game points and on goal difference, but finished ahead on number of goals scored. However, in 2005 the winning streak came to an end as Vålerenga clinched the title, one point ahead of Start of Kristiansand. Rosenborg was never in contention that season and would finish only 7th. In 2006, Rosenborg returned to the top of the league, coming back from 10 points behind Brann at the halfway point to clinch the title with a match to spare. Brann won the league in 2007, and Stabæk won their first-ever title in 2008. Rosenborg then returned for a two-year winning streak in 2009 and 2010. Molde's back-to-back titles in 2011 and 2012 makes it the only other club to win consecutive titles in the current format, and outside Rosenborg, the first team to do so since Vålerenga in 1983 and 1984.