AT&T no longer will be the naming rights sponsor for the Cotton Bowl, industry sources told ESPN.com on Wednesday.

AT&T had been the Cotton Bowl's naming rights sponsor since 2007.

The Cotton Bowl is looking for a new naming rights sponsor for the first time since 2007, when AT&T came aboard. Icon Sportswire

One reason behind AT&T's decision is because the game is played at AT&T Stadium in Arlington, Texas, and it didn't make sense to continue to pay for the bowl's naming rights when it already owns the stadium naming rights, a source said.

Cowboys Stadium was renamed AT&T Stadium in 2013.

AT&T Stadium will be the site of this season's Cotton Bowl on Jan. 1, 2015. It will also host the College Football Playoff's first national championship game on Jan. 12, 2015.

The Cotton Bowl is the third of the New Year's Six bowls that have changed their naming rights sponsors in the past year along with the Capital One Orange Bowl and the Fiesta Bowl. The Rose Bowl also changed its "presenting sponsor" to Northwestern Mutual.

Of the six major bowls that are in the semifinal rotation for the College Football Playoff, only the Allstate Sugar Bowl has remained the same since last season.

Sources said the Cotton and Fiesta bowls are expected to have new naming rights sponsors before this year's games.

Also last month, ESPN reported that -- with Capital One becoming the naming rights sponsor for the Orange Bowl -- the Capital One Bowl in Orlando, Florida, would be renamed the Buffalo Wild Wings Citrus Bowl.