WBRZ - Baton Rouge

SHREVEPORT - The Independence Bowl is changing its name to the AdvoCare V100 Bowl as part of a new sponsorship deal.

The Independence Bowl Foundation and AdvoCare, who announced the deal jointly on Thursday, say the agreement is aimed at rebranding the bowl and helping it grow into one of the top 10 in the nation.

AdvoCare President Richard Wright says the deal enhances marketing resources for the bowl, which will push for stronger matchups when its contracts with affiliated conferences expire after 2013.

Currently, the bowl game has the ninth pick after the BCS of SEC teams and the sixth pick of ACC teams.

The Independence Bowl name stems from the game's founding during the United States' bicentennial in 1976. AdvoCare has been its chief sponsor the past four seasons.