Camping World Inc. has extended its brand reach in Orlando by finalizing an agreement with Florida Citrus Sports to become the new title sponsor of one of the three bowl games in Orlando.

According to a press release, Camping World Bowl will replace the game previously known as the Russell Athletic Bowl. The game will continue to feature tie-ins with teams from the ACC and Big Ten conferences and will take place sometime in mid-December.

“We’re excited to extend our successful partnership with Florida Citrus Sports and the collegiate partners who participate in this great game each year,” said Marcus Lemonis, chairman and CEO of Camping World and Good Sam Enterprises LLC and host of CNBC’s The Profit. “The core platform we have in Orlando with the stadium naming rights and Camping World Kickoff game makes this expansion a natural fit. Florida is a key market for us and that coupled with the nationwide exposure of this post season bowl game, makes it an ideal opportunity.”

Camping World had previously partnered with Florida Citrus Sports to secure the naming rights to the stadium as well as naming rights to several neutral-site matchups to take place at the venue.The company is the nation’s top retailer of RVs, RV accessories, and RV-related services.