College football’s bowl season is set to kick off with fans around the country set to tune in for the finale of their favorite team’s season.
Bowl season is a time for college football fans to enjoy their last glimpses of the gridiron until the following fall. The bowl games range from the historic – the "Granddaddy of Them All" as the Rose Bowl is affectionately known – to newer bowl games that trade head coaches’ traditional postgame Gatorade bath for being doused in substances like mayonnaise.
Bowl season also presents an opportunity for companies to build their brands by sponsoring games. Although details about exact sponsorship agreements can be hard to come by, companies may spend several hundred thousand dollars to get their brand name attached to a lower-tier bowl game, while title sponsorships for higher profile games like the prestigious New Year’s Six bowls can run into tens of millions of dollars.
Bowl games also tend to have additional sponsors and partners beyond those attached to the name of the bowl. The income is used to support local philanthropic endeavors as well as to make payments to the conferences that each participating team is a member of, which are in turn distributed to individual schools to support their intercollegiate athletic programs.
HOW MUCH DOES IT COST TO SPONSOR A COLLEGE FOOTBALL BOWL GAME?
Here’s a look at each of this year’s bowl game matchups. All times listed are Eastern Standard Time.
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