Belk has a new six-year agreement in place to sponsor the Belk Bowl in Charlotte.
It's now the primary sponsor through the 2019 season.
Belk's three-year contract would have expired after this year's game in December.
The Belk Bowl will feature a Southeastern Conference team against an Atlantic Coast Conference team for the next six seasons beginning in 2014. The game is played at Bank of America Stadium, home of the NFL's Carolina Panthers.
Belk made the announcement on Monday.