I highly doubt they would name the bowl completely after the sponsor anyway... It has been mentioned earlier, but I prefer:
Smoky Mountain Bowl Presented by Dollywood
Promoting two major tourism draws that make Knoxville a great city to live.
All joking aside here, Dollywood has became a major force in regional theme parks in the past decade and we are lucky to have such a high quality theme park near Knoxville... plus, Dolly Parton doesn't completely own Dollywood anyway- it is a subsidiary of Herschend Family Entertainment Corporation based out of Atlanta.