It’s a three-year deal

BOISE - The Boise college football bowl game played each December at Bronco Stadium has a new sponsor: Roady’s Truck Stops.

The game will now be known as the Roady’s Humanitarian Bowl.  The chain has headquarters in New Plymouth, Idaho, with locations around the country.  The "Truck Stops" portion of the company's name will not be included in the bowl title.

The company says it is the largest chain of truck stops in the nation, including the Boise Stage Stop east of Boise along Interstate 84.

The Humanitarian Bowl has previously been sponsored by Micron subsidiary Crucial.com, and MPC Computers.

“Roady’s is a great fit,” said Milford Terrell, chairman of the Humanitarian Bowl. “They are a local company that brings great energy and enthusiasm for our bowl and a geographic footprint that mirrors that of the ACC and WAC.”

“We are extremely pleased to become the new title sponsor of the Humanitarian Bowl,” said Kelly Rhinehart, president of Roady’s Truck Stops.  “Not only is it an honor to be associated with the WAC and ACC college football programs, but also with the World Sports Humanitarian Hall of Fame.”

Roady's says it has nearly $20 billion in annual revenue, making it one of Idaho's largest companies. Company founder Scott Moscrip is also the mayor of New Plymouth, and said he has never been to a Boise State football game, and admits - he doesn't like crowds. His company purchased a sky box in the Bronco Stadium expansion, which led to the bowl sponsorship.

The deal to sponsor the bowl runs from 2007 through 2009, which matches the latest contracts with ESPN, the WAC and ACC.