Others cautioned that a full economic recovery has not been achieved, especially by categories like Citis battered financial services sector.Buyers at that level covet certainty, said David Grant, a principal at VelocityTeam Epic, which serviced the FedEx Orange Bowl title sponsorship. Uncertainty means risk, and there arent many companies coming out of a recession buying that.The Rose Bowl was first played in 1902, beginning the tradition of New Years Day football championships. It has been less sponsor-friendly than the other BCS games, which have opted for title sponsors like the Tostitos Fiesta Bowl, the FedEx Orange Bowl and the Allstate Sugar Bowl.In 1999, AT&T took the first lead sponsorship — a presenting sponsorship Sony PlayStation was the next presenting sponsor, until Citi took over Since 2004, the game has been presented as The Rose Bowl presented by Citi.