Remember those great games they played in the legendary Beef O'Brady's Bowl? No? Well, it's too late anyway - the college football bowl game has been rebranded. It's now the Bitcoin St. Petersburg Bowl.
The cybercurrency has bought the name of the bowl game - I wonder how they paid? - and now will give everybody a reason to talk about bitcoins on December 26, the bowl's game day.
The terms of the deal were not disclosed, but the previous sponsor, restaurant chain Beef O'Brady's, reportedly paid $400,000 a year for a four-year sponsorship.
The contract is for three years, so we'll see if bitcoins will still be around by the end. Remember all those dot-com bowls in the '90s?
What is bitcoin anyway? Find out all you need to know here.