The announcement was made today.

"We felt it was important to secure one of America's finest companies as the sponsor of our new bowl and we found that in ConAgra Foods," said Chuck Gerber, ESPN Regional Television executive vice president and general manager.

The sponsorship is for three years with a six-figure fee annually, according to ESPN.

"We are excited about the bowl game and the association with ESPN," University of Hawai'i athletic director Hugh Yoshida said. "Having ConAgra Foods as the title sponsor of the event shows the value of having a bowl game in Hawai'i on Christmas Day."

UH will provide marketing, management and game-day operations support.

The game will pit teams from the Conference USA and the Western Athletic Conference, of which UH is a member. The Bowl game was certified by the NCAA in May.