The Senior Bowl and its parent organization, the Mobile Arts and Sports Association, announced a new title sponsor Aug. 21 at the Battle House Hotel.

“I can’t tell you how excited I am today. We have been waiting for this day for a long time,” began Angus Cooper II, Senior Bowl chairman and CEO.

Cooper brought Senior Bowl Executive Director Phil Savage onto the stage.

“It gives me great pleasure,” Cooper continued, “to announce our partners in the Senior Bowl, our title sponsor. Now, show them your socks.”

Savage lifted his pants legs to reveal bright orange socks.

“It’s Reese’s Peanut Butter Cups,” Cooper said. The news was met with applause.

A Reese’s Senior Bowl logo was then projected elaborately on three TV screens.

The four-year agreement between the title sponsor and the Senior Bowl starts with the 2014 game to be held on Jan. 25 at Ladd-Peebles Stadium.

“It has been a journey to get here,” Savage said. “Last summer we began to analyze, where is our position in the sports arena? Where do we fit on the NFL timeline for the pre-draft process? The Senior Bowl is a tremendous nugget on that timeline and we feel like we were underexposed and not amplifying out there, the greatness of this game.”

Last summer, Savage said, Senior Bowl organizers interviewed firms that would represent the Senior Bowl’s interests in the sports market and business. The Senior Bowl selected an Atlanta-based company called MELT. MELT (Marketing, Entertainment, Lifestyle, Trends) is a full-service integrated marketing agency that works with collegiate athletic organizations to connect them with major brands.

Savage said MELT was the link between the Senior Bowl and the Reese’s brand, which he said was a natural pairing between Mobile and the peanut butter cup brand.

“We think that Mobile serves as the ultimate bridge from college football to the NFL. We see that as a perfect combination,” Savage said. “The Reese’s brand is obviously known for a long time as being the perfect combination of chocolate and peanut butter. And now we think putting all that together will form a great partnership with the Reese’s brand and Senior Bowl.”

Reese’s representative John Maitrejean agreed saying, “This year’s Reese’s Senior Bowl is an exciting new partnership.”

Senior Bowl officials aren’t the only ones pleased with the deal Maitrejean said.

“Most importantly the Reese’s brand is really thrilled to be able to recognize student athletes who have achieved success both on and off the field and are being rewarded by the invitation to the Reese’s Senior Bowl,” he said.

Under Armour was the title sponsor of the Super Bowl from 2007 to 2010. Maitrejean said he knew this and saw now as a great time to snatch up the Senior Bowl before someone else did.

Could we see the infamous MoonPie Over Mobile be snatched up soon as well?

As Wednesday’s meeting concluded, City Council President Reggie Copeland joked, “I think we need to change from the MoonPie to the Reese’s Peanut Butter Cup.”