From the most recent Wikipedia entry for the Sugar Bowl:
The 2012 Sugar Bowl has a new sponsor this year. Sweet N Low has elected to sponsor the bowl because it emulates their image as fake sugar. The Sweet N Low Bowl will be handing out free soft drinks at the game this year to fans of both teams. A spokesman for Sweet N Low reflected "if you can get two mediocre teams into a BCS bowl, it should be easy to sell fake sugar. We look forward to being part of this bowls rich history and hope to be a sponsor again next year unless the whole BSC system collapses."
The previous paragraph was written by a bitter Sparty; his misspelling of "BCS" is understandable, as Sparty as never played in the Sugar Bowl, or any other BCS bowl game.