National Funding announced that it will be the title sponsor for the Holiday Bowl, making it the first FinTech company and small business lender to be a title sponsor for a college bowl game.

Founded in 1999 by David Gilbert, National Funding is a San Diego-based financial technology company serving small to medium-sized businesses nationwide.

“National Funding has helped small businesses – locally and nationally – with the capital they need to grow their operations for nearly 20 years,” said Gilbert. “After a breakthrough year for the company, it felt like the right time for our company to give back to our community and make a bold statement in our industry by sponsoring this bowl.”

Coincidentally, Gilbert’s alma mater USC will take part in the Holiday Bowl, as the No. 25 Trojans face off with the Wisconsin Badgers. The game will be played at Qualcomm Stadium in San Diego.