In the 1990s, many bowl games began to modify or abandon their traditional names in favor of selling naming rights. While some include the traditional name in some form (e.g. the "Rose Bowl Game presented by Northwestern Mutual"), others have totally eliminated their traditional name in favor of solely using their corporate sponsor's name (e.g. the former "Citrus Bowl" became the "Capital One Bowl" for some time after the financial services company Capital One bought the naming rights; it later reverted to its original name in 2015).