As the 2023–24 college football bowl season—which dates back more than 120 years, to the first-ever Rose Bowl in 1902—kicks off Saturday, let’s take a closer look at the sponsorship landscape of this celebrated American athletic tradition.  

Notably, 28% of this season’s bowl game sponsors are headquartered in the matchups’ local markets, as brands like Cricket, Isleta Resort & Casino, and Quick Lane leverage the games to amplify their presence within nearby communities and connect with fans. 

Meanwhile, an intriguing 21% of brands––including Avocados From Mexico, Scooter's Coffee, and Pop-Tarts—have stepped up as new title sponsors for bowl games this year. Pop-Tarts is set to make a big splash with its first title sponsorship by unveiling an innovative edible mascot for the inaugural Pop-Tarts Bowl, taking place December 28th at Camping World Stadium in Orlando. After engaging with the crowd during the game, the tantalizing toaster pastry character will magically transform into a snack for the winning team. This singular introduction aligns with Pop-Tarts' broader strategy to intercept moments when snacking occasions meet passionate audiences, reinforcing the brand's new creative direction unveiled in July. 

While the 43-game college bowl season continues to evolve, expect to see more brands seize these unique marketing opportunities to activate in other memorable ways as they tap into the nation’s burgeoning passion for college football, whose viewership rose 12% in 2023 and 28% over the last five years.