The St. Petersburg Bowl, featuring teams from the Big East and Conference USA at Tropicana Field, will be rebranded for its third year in 2010 as the Beef 'O' Brady's Bowl St. Petersburg.

Beef 'O' Brady's, the Tampa-based chain of family sports pubs, came in as presenting sponsor in December just before last year's game and will be the official title sponsor of this year's game. ESPN Regional will announce the rebranding Wednesday, though the game's date and time aren't likely to be released until later this month.

Rutgers and Central Florida played to a sellout crowd of 29,763 on Dec. 19, with the Scarlet Knights getting a 45-24 victory to keep the Big East undefeated in St. Petersburg. USF beat Memphis in the game's debut in 2008.

The Big East has expressed concerns about the bowl's early date conflicting with the fall final exams for some of its schools, which might move the game from its previous position on the opening day of bowl season to a later slot in the pre-Christmas window of ESPN programming.