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College Football Bowl Season: A Flavorful Tradition

The upcoming Duke’s Mayo Bowl, set to take place in Charlotte, North Carolina, on January 3, will showcase a unique twist to a post-game celebration. As the Minnesota and Virginia Tech teams vie for victory, the winning coach will experience the unusual tradition of being doused not in Gatorade, but in a hefty serving of Duke’s mayo. This quirky approach to bowl game celebrations reflects a growing trend where food-themed events become part of the post-season festivities. In a league of its own, the Famous Idaho Potato Bowl on December 23 offers freshly made French fries as the go-to celebratory dish, while the Pop-Tarts Bowl, taking place on December 28 in Orlando, treats winning players to a selection of flavors featuring the bowl’s edible mascot.

The integration of food-related traditions into college football bowl games has expanded significantly, with the current season witnessing 47 bowl games, including seven that feature food-related sponsors. These playful elements are part of what makes the bowl season memorable and engaging for fans.

The inception of bowl games dates back to 1902 with the establishment of what is now recognized as the Rose Bowl in California. From the outset, sponsorships have played a vital role in shaping the landscapes of these events, beginning with the Tournament of Roses. As the bowl schedule evolved, its association with corporate sponsorships steadily increased, particularly from the 1980s onwards. By this time, each bowl game became an avenue for business growth and branding opportunities.

Today, the ESPN network owns a significant portion of college bowl games, highlighting their commercial potential. Sponsorship deals can range widely, influencing the marketability of these events during the holiday season when sports enthusiasts are eager for live competitions.

The Impact of Food in Bowls

Numerous bowl games boast rich histories of sponsorship, with food companies establishing long-standing ties. Notably, the Chick-fil-A Peach Bowl has maintained its partnership with Chick-fil-A since 1997. In addition to this, several other food-themed bowls highlight the importance of culinary influences in the season, including the Scooter’s Coffee Frisco Bowl, Famous Idaho Potato Bowl, and Tony the Tiger Sun Bowl, among others.

Pop-Tarts Bowl: A Sweet Twist

During the Pop-Tarts Bowl, the victors will not only relish the game’s glory but will also get to choose from a trio of “edible mascots” to consume in celebration. This year, a newly revealed Frosted Cinnamon Roll flavor joins the lineup alongside the Frosted Hot Fudge Sundae and Frosted Wild Berry flavors. The limited return of this once-discontinued flavor will surely be a treat for fans.

Kellanova, the parent company of Pop-Tarts, has capitalized on this unique event by launching a dedicated YouTube channel and encouraging fans to participate in voting for their favorite mascot. The game’s MVP will ultimately determine which treat to indulge in, adding an extra layer of excitement.

Duke’s Mayo Bowl: Embracing Absurdity

Since its inaugural season in 2021, the Duke’s Mayo Bowl has stood out for its whimsical approach to post-game festivities. Winning coaches voluntarily agree to participate in the cheeky mayo dump, which is accompanied by charitable donations to a cause of their choosing. The spectacle involves five gallons of Duke’s mayo, prepared freshly for the occasion, as players cheer on their coach.

The event also promotes culinary creativity, with various dishes featuring Duke’s mayo available at the stadium, including the crowd-favorite pulled pork with BBQ sauce. Fans can participate in a fun-filled atmosphere, with mascot appearances and uniquely themed concessions enhancing the experience.

Cheez-It Citrus Bowl: A Cheesy Celebration

The Cheez-It Citrus Bowl is another whimsical addition to the season, allowing fans to marry under the officiation of the Cheez-It mascot, Ched-Z, during a two-minute wedding timeout. Cheez-It, along with its sister brands, is focused on amplifying the joy of fans with “cheezy” surprises throughout the event.

Inviting fans to submit their own creative wishes, Cheez-It plans to fulfill “fantaseez” both on-site and through digital interactions, generating excitement before, during, and after the game. For those craving Cheez-It flavors, an array of themed culinary offerings will be available, ensuring all tastes are catered for.

The Idaho Potato Bowl: Homegrown Delights

The Idaho Potato Bowl, sponsored by the Idaho Potato Commission, celebrates the region’s agricultural heritage while offering a generous bucket of fries to the winning coach. The event’s potato-centric theme permeates various aspects, with potato mascots and trophies enhancing the fun atmosphere. Fans are also treated to a complimentary french fry feed, reinforcing the bowl’s dedication to the local food culture.

Chick-fil-A Peach Bowl: A Southern Staple

Chick-fil-A’s longstanding sponsorship of the Peach Bowl leads to engaging marketing activations aimed at creating unforgettable fan experiences. Hosting events like a pre-game FanFest and a special evening at the Georgia Aquarium enriches the overall bowl experience. The brand’s mini cows often surprise fans with gifts of free chicken sandwiches, further establishing its reputation as a beloved southern fixture in college football.

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