The Dollar General Bowl May Be A Very Valuable Name

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Not long after Dollar General revealed it was the new sponsor for the Mobile Bowl game, reactions came pouring in; with many focusing on the name rather than the game.  Here are a few comments from Facebook.

“I heard it was a close race between Waffle House and Dollar General.”

“I’m glad Roto-Rooter wasn’t looking to sponsor a bowl.”

“Forget the orange, the Cotton, the Sugar Bowl, boy you’re going to the Dollar General!”

But the Dollar General Bowl may be the most southern branding yet.  Before the GoDaddy Bowl, it was the GMAC Bowl. The new sponsor is actually based in Tennessee and is a publically traded company with billions in revenue.

“We have a pretty aggressive growth schedule this year we are on track to open up to 900 new stores this year and a thousand next year,” said Crystal Ghassemi with Dollar General Public Relations yesterday during a press conference.

And DG is like the Starbucks of convenient discount stores. A representative says there are about 90 locally; a simple search shows locations throughout the Mobile region.

Now not only are there a lot of stores around the south, but step inside, and you’ll find a lot of familiar brands.

“Trusted brands like your Tide, Procter and Gamble, and also our private brands,” said Ghassemi.

The store’s popularity is partially due to its competitive pricing on detergent and other household products.  We asked some football fans at one store what they thought.  They said they were only too glad to see the bowl stay in Mobile, even if they only root for one team, Alabama.

Now, with 13,000 stores and growing, Dollar General is going after competitors, which may, in turn, be good for the bowl’s sponsorship.  And it might not be bad a thing if there was a discount aisle at the concession stand. Here’s hoping.

The game will be played December 23rd at Ladd Peeples stadium. The bowl has been a tradition since 1999, when it started simply as the Mobile Bowl.

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