In January 2010, after using the name since 1986, GOLP acquired all right, title and interest in the Gulf brand name in the United States and announced plans to expand the use of the Gulf brand beyond its parent company's Northeastern United States base. Its promotions have included sponsorship of major sporting events in the area with advertisements for Gulf in New York City, Boston, Philadelphia, and Pittsburgh. To take one case as an illustrative example of the Gulf revival, after Texaco's 2001 merger with Chevron, many former Texaco stations in Pittsburgh switched to Gulf since Chevron does not service the Greater Pittsburgh area. As a result, the Texaco brand name disappeared from the area in June 2004 when the nonexclusive rights agreement with Shell expired, with Shell itself expanding in the area by means other than Texaco but, in June 2006 Chevron gave exclusive rights to the Texaco brand name in the U.S. and sold some BP gas stations in the southeast which were Gulf gas stations. In New England, former Exxon stations have been rebranded as Gulf, in accordance with the consent decree that allowed the merger of Exxon and Mobil. Many of the former Exxon stations feature a rectangular logo that fit into the existing sign standards used by Exxon. Gulf refers to the look as its "sunrise" imaging.