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A few days before the CFP semifinal bowl games, rEvolution EVP and college football connoisseur Larry Mann joined CNBC’s “Squawk Box” to discuss the “Big business of college bowl games.” When asked about the value of bowl sponsorships, he responded, “With people not watching commercials as much, it allows your brand to be on television.”

With a total 41 bowls this year all at varying levels of awareness, Larry went on to explain how rEvolution helps interested brands determine the right bowl sponsorship by first assessing its current name recognition, confirming its specific sponsorship objectives and goals and looking at factors, such as geography, noting, “A lot of times, if your brand is located in a particular region of the country [with a] bowl game, there is a community piece that plays into it.”

Be sure to check out the full clip below: