If you're not a close watcher of college football, the intricacies of post-season games and their commercial tie-ins may have eluded you.
The title sponsorships for bowl games are typically long-term things, tied to multi-year sponsorship contracts. The Gator Bowl itself has been played every year since 1946, and back then, games didn't have corporate sponsors in the titles. Starting in the 1980s, a trend developed that caused nearly all games to incorporate a title sponsor. As for the Gator Bowl's sponsorship history, Wikipedia has this to say:
Quote: Mazda was the first title sponsor, beginning in 1986 and lasting for five years. Outback Steakhouse sponsored the Gator Bowl for three years beginning in 1992, prior to obtaining their own Outback Bowl held in Tampa, Florida. From 1996–2006, the title sponsor was Toyota, and the bowl's official name was the Toyota Gator Bowl. Konica Minolta became the title sponsor prior to the 2007 game.
Some bowl games are recent in origin, and have never had a name outside a title sponsor, like the aforementioned Outback Bowl. Some bowls have been "transformed" into corporate-only names; the Chick-fil-A Bowl was formerly the Chick-fil-A Peach Bowl, and before that (for many decades) was simply the Peach Bowl. The Rose Bowl is too proud to sully their name with a corporate sponsorship (but they're happy to take the money), so they are officially "The Rose Bowl Game (presented by Citi)".
But the point is that bowl sponsorships don't typically exist because of a special promotion or a new product. They are multi-year, multi-million-dollar advertising deals that help a company form brand identity. Very few people, for example, know of the existence of Insight Enterprises outside their decade-long sponsorship of the Insight Bowl. (And even then, I don't know what they do). Pentax could always decide to get involved in the college bowl system as a title sponsor of a game....but given their apparent lack of any bit of marketing savvy, I wouldn't count on it.