Academy Sports + Outdoors is taking over sponsorship of the Texas Bowl.

By partnering with Houston-based Academy Sports + Outdoors as title sponsor of the Texas Bowl, the Texans hope the annual December college game at NRG Stadium can achieve the stability and success forged by similar partnerships in Tampa and Atlanta.

Academy was announced Wednesday as the third title sponsor in the Texas Bowl’s 12-year history under the ownership of the Texans and, since 2009, of ESPN Events. The game will be played at 8p.m. Dec. 27 between teams from the Big 12 and Southeastern Conference, pending availability of bowl-eligible teams from both leagues.

The sporting goods retailer succeeds AdvoCare (2014-16) and Meineke Car Care (2011-13) as title sponsors for the game.

Jamey Rootes, president of the Texans and the team’s Lone Star Sports & Entertainment events management arm, said the team began talks with Academy in July and reached an agreement on a three-year sponsorship plan.

“We had a lot of conversations and made progress (with other candidates), and ESPN had others that were interested,” Rootes said. “But, it’s challenging when somebody is not headquartered in Houston. They would not have that same passion (as Academy) to make it a great success and wouldn’t realize the same level of benefit.

“For Academy, this is not only a marketing investment but an investment in the community.”

Rootes cited sponsorships by Outback restaurants in Tampa and Chickfil-A restaurants in Atlanta as partnerships between bowl games and local companies that have eliminated financial uncertainty for both games.

“Tampa and Atlanta are great examples of what can be achieved when you have a local partner who is committed and invested in helping you grow the game,” he said.”

J.K. Symancyk, president and CEO of privately held Academy, said about 90 percent of its 240 stores are within states that include Big 12 and SEC schools. That includes more than 30 stores with about 6,000 employees in the Houston area.

“Anything that is important to our customers is important to us,” he said. “It’s a big part of our business: to be able to carry that story all the way to the bowl season.”