Previous to Allstate, the Sugar Bowl has also been sponsored by Nokia (1996–2006) and USF&G Financial Services (1988–1995). For broadcasting, ESPN holds the rights to air the Sugar Bowl.

Renowned for its resilience post-Hurricane Katrina in 2005, the Superdome briefly relinquished the Sugar Bowl to the Georgia Dome in 2006. Since 2007, Allstate's sponsorship has adorned the event ...