SAN ANTONIO – Bowl Season, the organization that celebrates the tradition and spirit of college football's postseason, announced today a new partnership with The Coca-Cola Company. This agreement marks the first title sponsorship for Bowl Season, rebranding the organization as Coca-Cola Bowl Season.
"This partnership brings together two brands that have long been part of some of America's most memorable moments," said Nick Carparelli, Executive Director of Bowl Season. "Coca-Cola has been synonymous with celebration and togetherness for generations, and Bowl Season is built on those same values. Together, we look forward to enhancing the experience for fans, student-athletes, and communities across the country."
For more than a century, bowl games have served as a cornerstone of college football, offering unique matchups, celebrating tradition, and fostering community engagement. They remain one of the sport's most anticipated and unifying traditions each year. The 2024–25 season demonstrated strong momentum and growing fan interest, with bowl games averaging 2.7 million viewers per contest — the highest in five years and a 14% increase over the previous season. Additionally, 21 of 30 non-Playoff bowls reported year-over-year increases in viewership, many by double digits, underscoring the continued enthusiasm for bowl games nationwide.
The Coca-Cola Company, the world's leading beverage company, brings unmatched brand recognition and a long history of connecting with fans around the globe. With a presence in more than 200 countries and more than 1.9 billion servings enjoyed daily, Coca-Cola has been part of life's shared moments for over a century.
"We are proud to partner with Bowl Season to celebrate the traditions that bring people together," said Eric Kacker, Vice President of Coca-Cola North America's Sports & Entertainment. "Together, we're creating exciting new ways to connect with fans and make every Bowl Season moment truly memorable."
As part of the new title sponsorship, Coca-Cola will have a prominent presence across Bowl Season's platforms — including in-venue activations, in-game features, and digital initiatives. The partnership will span the entirety of college football's postseason, engaging fans from the first kickoff in December through the conclusion of bowl play.
The collaboration represents a significant opportunity for both organizations. Bowl Season will benefit from Coca-Cola's extensive marketing reach and global brand equity, while Coca-Cola will strengthen its connection to college football fans and communities nationwide. Together, Coca-Cola and Bowl Season will continue to celebrate the traditions, stories, and shared experiences that make college football's postseason special.
