College football postseason bowls often carry unusual retailer sponsorships, but the St. Petersburg Bowl just got itself a unique partner that will have many viewers scratching their heads: Bitcoin.

BitPay and ESPN Events today announced the bitcoin processor will sponsor the annual game for the next four years starting with this year's contest that pits a team from Atlantic Coastal Conference against one from the American Athletic Conference, according to multiple media reports. The game will officially be known as the Bitcoin St. Petersburg Bowl, which is played in late December at Tropicana Field in Florida.

Tickets and merchandise commemorating the game can be paid for in bitcoin, according to both parties.