'Emerald' Bowl gets new title sponsor

The Emerald Bowl is no more.

Going forward the game in San Francisco's AT&T Park will be called the "Kraft Fight Hunger Bowl," the San Francisco Bowl Game Association announced Thursday, with Kraft Foods coming aboard as the new title sponsor for the next three years.

The press release said the game "will be part of a broader hunger relief program Kraft Foods plans to kick off in September in collaboration with Feeding America, the nation’s leading hunger-relief organization."

The game will be broadcast on ESPN on Sunday, January 9, 2011 at 6 p.m. ET.