Allstate is the new title sponsor (for at least the next four years at an undisclosed "seven figure" cost) of the Sugar Bowl, played at the Superdome in New Orleans, Louisiana on January 3, 2007. But many are left wondering how Allstate can market themselves on everything involving the largest annual sporting event in New Orleans, yet deny liability and living expenses to so many customers who suffered losses in the region due to Hurricanes Katrina and Rita.