Dollar General last month heavily promoted its sponsorship of a college football bowl game in Mobile, AL.Played on Dec. 23 between the Mid-American Conference's Ohio University and the Sun Belt Conference's Troy University, the game was the first-ever Dollar General Bowl. Originally named the Mobile Alabama Bowl when it launched in 1999, the game's previous title sponsors were GMAC Financial Services and Go Daddy.“We know how passionate many of our customers are about college football and look forward to presenting Dollar General’s value and convenience message to a national audience in the days before Christmas,” Dollar General chief executive officer Todd Vasos said in a media release.In stores, pole toppers plugged the event along with discounts on six-packs from co-sponsor Coca-Cola Co. that are valid from Nov. 27 to Jan. 7. Facebook and Twitter updates promoted the event, some encouraging consumers to pick up "football snacking essentials" in stores. The retailer also posted several live videos from the game on Facebook.Dollar General also ran several cause programs tied to the event. The retailer donated $10,000 to five Mobile schools that also got books from Bendon Publishing for their libraries, store gift cards for each teacher, and tickets to the game for school leaders. Dollar General also awarded a Mobile high school student with a $1,000 scholarship at a Dec. 22 luncheon sponsored by Dr Pepper Snapple Group. Facebook updates touted the contributions.The retailer also sponsored a bowling competition between the two teams on Dec. 20 and a breakfast for media covering the game on Dec. 23.