Kickoff: Coca-Cola Bowl Season Official Newsletter – January 2026

PROVEN ONCE AGAIN

Nick Carparelli Reflects on Ratings Growth, Player Experience and the Future of the Postseason

Bowl Season writer Kevin McNamara caught up with executive director Nick Carparelli at the end of this year’s bowl schedule to discuss several important topics ranging from the health of existing bowls, the growth of the College Football Playoff and the seemingly insatiable demand for post-season college football.

It looks like this Bowl Season was another success on many fronts. Television ratings and interest were clearly on the rise and trending upwards.

This year we saw television ratings increase 13 percent over the prior year and up 25 percent in the past two years. This came during the first two years of the expanded College Football Playoff where a lot of people felt the interest in bowl games was going to decline. Clearly that was not the case.

NICK CARPARELLI: It seems that every year there are questions about the value of the Bowl Season and then once Bowl Season is over the value is proven pretty clearly.

Celebrating the first season of the Coca-Cola and Bowl Season partnership.

While the CFP deservedly catches the eyes of the sports world, what are those naysayers missing?

CARPARELLI: The bowl system continues to provide great opportunities for a larger number of institutions and football programs and it’s also proving to continue to be very, very valuable. The TV partners are obviously pleased, but the value of these games

also serving as a promotional vehicle for college football tends to be over-looked. There are four rounds to the college football playoff, 10 days apart. Bowl games provide great television programming in between those rounds of the playoff to help promote the entire system.

I think there’s tremendous synergy between the College Football Playoff and Bowl Season. It’s really the both of them working together that makes college football’s post-season so great. Regardless of the number of teams the commissioners settle on for the future version of the playoff, there will never be enough opportunities to reward all the deserving teams for their successful seasons. There also will never be enough college

football in the month of December to satisfy the appetite of the college football fan.

“There’s tremendous synergy between the College Football Playoff and Bowl Season…it’s both of them working together that makes postseason so great.”

In the many games that you attended in Bowl Season were there a few moments that stood out?

CARPARELLI: I’d point out two, for very different reasons. Which happens a lot across the spectrum of Bowl Season.

Delaware winning the 68 Ventures Bowl (over Louisiana, 20-13) was such a tremendous accomplishment for that institution. It was their first year upgrading to the FBS level and the first bowl game they’ve ever played in their history. For the Blue Hens to win that game was just a tremendous celebration and sense of accomplishment for the entire university.

At the other end you had the Bad Boy Mowers Pinstripe Bowl where Penn State defeated Clemson (22-10) in a hard-fought game in front of a television audience of 7.86 million people and 40,000 people in the stands. Now that was a matchup many would have predicted could be a College Football Playoff game at the beginning of the season but it didn’t pan out that way.

Even so, it was extremely important to both programs to end their seasons successfully and give their seniors one last opportunity. Penn State won the game with an interim head coach (Terry Smith) who was a Penn State lifer, he played there, coached there under multiple head coaches. The emotion that he displayed in the trophy presentation about how meaningful it was to him personally, and to help a group of young men he’d helped lead for four or five years, was really powerful.

I noticed how hard those two teams played, in very cold conditions in New York City, and what a final victory meant to the winners. We see that throughout Bowl Season, correct?

CARPARELLI: People lose sight of the fact that the majority of college football players, even at the highest level, do not play after college. To have one

more opportunity to play this sport they’ve loved their whole lives, that they will never play again, is extremely valuable. One of the things we’re missing in the conversation these days is the experience component to what the bowl games provide these young men. From the bowl week activities, to experiencing a new locale, spending that quality time with their best friends and teammates, they’ll remember that the rest of their lives. We need to make sure moving forward that we don’t rob those thousands of young men of those opportunities.

One other point I’d like to make that surrounded that Penn State team and other teams who opted to participate in Bowl Season. I’ve never understood the thought process of a program going through a coaching change to use that as a reason to not attend a bowl game. This year I heard directly from some athletic directors and coaches about how valuable it was to play a game even though they were going through a coaching change. The new head coach places tremendous value on being able to watch the existing team practice for two weeks and see the existing coaching staff coach for two weeks. They can evaluate everyone and make informed decisions about the next season. Any coach or football program that passes up that opportunity is making a big mistake.

It appears the CFP is trending towards an expansion to 16 teams, perhaps as early as next season. How can Bowl Season adjust around that scenario?

CARPARELLI: The bowl system has always been supportive of the college football playoff and the process the commissioners go through to determine the format. The possibility of expanding to 16 would have minimal impact on the present bowl system. I also think it will be a great solution to maximize the opportunities to crown a national champion while still preserving the majority of post-season opportunities for the rest of college football.

Do you see a need to adjust the number of bowl game opportunities going forward?

CARPARELLI: The bowl system has always been a market-driven system. I remember being in commissioner meetings many years ago and Jim Delany (Big Ten) and Mike Tranghese (Big East) saying that it’s not our job to determine the number of bowl games.

They’ve been strictly a function of host communities that want to host a game and willing teams that want to participate. If those two things change, the bowl system will change with it. I personally think we

always need to monitor the amount of bowl games and the demand to play in them. There remains great demand from teams that have enjoyed successful seasons and the bowl game staffs and cities that are excited to help them celebrate with a competitive, post-season opportunity.

Seeing the American sports fan watch championship college football on New Year’s Eve and New Year’s Day has been a tradition for decades. Do you see those events changing at all?

CARPARELLI: The commissioners who run the CFP decide the schedules for their contests but it’s clear that bowl games continue to be one of the great traditions in American sports. College sports championships have traditionally been decided in a neutral setting. Once you get past the opening round (of the CFP) I believe it’s really important that the games be played in a competitively fair setting where both teams are on equal footing and both fan bases have equal access to the game.

One of the great things about bowl games is walking into the stadium and seeing half of the stadium one color, and the other half another color. The building is always loud, the fans are going back and forth against each other with every play on the field.

WHAT THEY ’ RE SAYING

We did not (consider opting out). We felt like, if we didn’t get into the CFP… we’d have an opportunity to go to a really good bowl game. And being in the longstanding history and tradition of the Citrus Bowl this was going to be a great opportunity for us, for our players, for our team. I want our guys to enjoy this, and I feel like it’s the right thing for us to do for a lot of reasons. There's growth in all this. There’s development. There’s camaraderie. There’s so much that goes into this … a bowl game is about celebrating a season, and finishing a season the right way.

Texas Head Coach Steve Sarkisian talking about bowl games as growth and celebration opportunities, not just extra games.

We love playing football here… To realize we get a chance to close out a special season with a special group of players on a great bowl stage in a great city against a really, really tough opponent? As a football fan, as a football coach, as a football person — it’s hard not to get excited about that. There was no way that we were going to end this story early.

Vanderbilt Head Coach Clark Lea emphasizing how meaningful finishing the season on a bowl stage is and confirming he never considered opting out of their bowl game.

You’ve got to teach your team how to win in the bowl games. You’ve got to treat every bowl game like a championship opportunity. If they’re keeping score and there’s a trophy or a belt, or both — you’ve got to be able to compete for that. For us, what we look for is we say there’s always something you can learn from championship opportunities.

I never even had a thought of not playing [in the bowl game], these guys have given too much to me for me to not even want to play. I love these guys so much, I wanted to play every second.

We take bowl games very, very seriously. Our players love playing in bowl games. It's what separates college football from the professional ranks. Bowl games are so healthy for college athletics. We're just excited to be back in the Rate Bowl.

The truth is we have an opportunity to play again… Disappointment goes away real quick when you have an appreciation of what you get to do.

BYU Head Coach Kalani Sitake speaking about the value of getting one more meaningful game after narrowly missing the College Football Playoff.

This is the greatest moment of my life…I’m just so happy for our guys. I love Penn State, I love football, and the game and Penn State have done so much for me and my family. And I’m just grateful.

Penn State Interim Head Coach Terry Smith after Bad Boy Mowers Pinstripe Bowl victory over Clemson.

WHAT THEY ’RE SAYING

It’s a dream. I played four years and this was my first bowl game… People talk about the bowl games all the time. They talk about them for the rest of their lives, like how fun the bowl week was. And they talk about it a lot more when you win. That’s just the cherry on top.

Bowl games still matter in college football; they are important. The memories that our players will have from this week together, time with their families, our families, our coaches, wives and kids. Being able to spend time with our players is just invaluable; it just means so much to the development of these young people. It just makes a difference.

I also think the bowl practices are critical to get young players in your program an opportunity to develop, get those guys a lot of reps, you know, and obviously it's a chance to get the guys that are coming back a lot of practice and a lot of reps as well. I always believe that you play well in the bowl game, it carries over to the off season. And I think that carries over to next season as well.

We wanted to end the season the right way, send the seniors off right. The brotherhood we’ve built over these past seven, eight months, it means the world to me, I know it means the world to my teammates. I’m so proud of these guys. I love this team.

Houston QB Conner Weigman, reflecting on the significance of playing well and finishing the season together at the bowl game.

We all want it to be great. We all want to be in the playoff. But you know. Anybody that says bowls don’t matter didn’t watch this game tonight. Because bowls matter.

To give them this moment that they will carry with them… bowl games are unique in the fact that you carry them through the entire six months before we play again, so I’m really excited about that.

Illinois Head Coach Bret Bielema on how Bowl Games create a memory that will last a lifetime.

Each year, we’ve been able to check things off. We talked about coming in this week with these guys, like, that's the one thing this group hadn't done. We hadn't won a bowl game, we hadn't finished the season with a win. And to get to do it here in San Diego at a bowl as prestigious as the Holiday Bowl against Coach Brennan and a great team. It's just a great way to cap off the season.

SMU Head Coach Rhett Lashlee after defeating Arizona in the Trust & Will Holiday Bowl to cap off a successful season.

BOWL CHALLENGE CUP

The Bowl Challenge Cup pits FBS conferences against one another, with the title awarded to the league boasting the highest bowl-game winning percentage. The Big Ten claimed this season’s Bowl Challenge Cup with a commanding 11-5 record in bowl games, equating to a .688 winning percentage.

STANDINGS THROUGH CFP

PUTTING THE BOWLING IN BOWL SEASON

21 Bowl Games aired on more than 100 radio stations and audio streaming outlets across the country including the Jacksonville, Atlanta, Honolulu, Portland, Seattle, Washington D.C., Los Angeles, Las Vegas, Tampa, Detroit, Dallas, Phoenix, Orlando, Louisville, Kansas City, San Francisco and Denver markets. The broadcasts also aired on Sirius XM satellite radio's college sports channels as well as four major national audio streaming services.

TEAM CHALLENGE WINNER

The Texas Longhorns and their fans have been crowned champions of the second annual Coca-Cola Bowl Season Team Challenge. Now in its second year, the initiative once again showcased the power of a complete team effort. All bowleligible programs competing in non-CFP bowl games had the opportunity to take part, and Texas ultimately emerged on top.

The path to victory began on the field. To remain eligible for the Team Challenge, a program first had to win its bowl game. Texas checked that box in convincing fashion, earning a 41–27 win over Michigan in the Cheez-It Citrus Bowl in Orlando.

Challenge crown. The second centered on community service, where Texas players and staff participated in impactful outreach initiatives connected to the bowl experience, reinforcing the importance of giving back.

That win satisfied the first of three requirements needed to secure the Team

The final component highlighted fan engagement and Texas supporters delivered. Fans participated in the CocaCola Bowl Season Pick’em Game by selecting winners for each bowl matchup and assigning confidence points to their picks. The Team Challenge is operated in partnership with Genius Sports. The top-scoring individual overall earns the grand prize: two tickets to the 2027 College Football Playoff National Championship in Las Vegas, Nevada, along with two $500 Delta Air Lines vouchers.

STATS + NOTES

2

MVP s NAMED ANTHONY SMITH

DL Minnesota in Rate Bowl and WR East Carolina in Go Bowling Military Bowl

7 FOOD RELATED CELEBRATION SHOWERS

INCREASE IN AVERAGE TV VIEWERS FOR NON-CFP BOWL GAMES

123 YEARS OF BOWL GAMES

INCLUDING 2 ALL-STAR GAMES AND THE NATIONAL CHAMPIONSHIP

MOST-WATCHED NON-CFP BOWLS

Across 33 non-CFP bowl games airing on ESPN platforms, average viewership reached 3.1 million, representing a 13% increase from the prior year and the highest non-CFP bowl average since the 2015–16 season. In total, four bowls delivered all-time audience highs, 10 posted their best results in at least five years, and eight achieved a 10-year viewership peak.

ULTIMATE END ZONES

This bowl season, creative custom end zone designs helped bring the unique personality of each game to life, perfectly capturing what makes bowl season special. From the Trust & Will Holiday Bowl’s destination-driven visuals to the Pop-Tarts Bowl’s bold, playful branding and the Union Home Mortgage Gasparilla Bowl’s pirate-inspired flair, each design reflected its bowl’s story, setting, and sense of fun. Together, they embodied the spirit of bowl season.

SIX TIMES THE CHARM

Two programs continued to separate themselves this bowl season by extending current winning streaks in the postseason, with six straight seasons of wins. Ohio added to its streak with a win in the Scooter's Coffee Frisco Bowl, while Minnesota kept its run alive with a victory in the Rate Bowl.

HAPPY BOWL

ANNIVERSARY

One of the most powerful storylines of this bowl season was the longevity of the postseason itself, with milestone anniversaries underscoring the tradition, staying power, and cultural impact of bowl games across generations. This year’s celebrations included the 10th anniversary of the Cricket Celebration Bowl, the 20th anniversary of the Isleta New Mexico Bowl, the 40th anniversary of the ReliaQuest Bowl, and an incredible 80 years of the Cheez-It Citrus Bowl. →

10 YEARS

40 YEARS

20 YEARS

80 YEARS

HOME TOWN TEAM

One of the most unique opportunities during bowl season is the chance for teams to play a postseason game in familiar surroundings, creating a rare home-field advantage on a national stage. This season, the Kinder’s Texas Bowl in Houston and the Sheraton Hawai’i Bowl offered exactly that. Allowing The University of Houston and the University of Hawai’i’s programs to compete in their hometown while celebrating bowl season in front of their own communities.

NAIL BITERS

Bowl season delivered nonstop drama this year, with several games coming down to the final moments and keeping fans on the edge of their seats. The IS4S Salute To Veterans Bowl saw Jacksonville State narrowly outlast Troy 17–13, while Louisville edged Toledo 27–22 in a back-and-forth battle at the Bush’s Boca Raton Bowl of Beans. Late-game heroics defined the Liberty Mutual Music City Bowl, where Illinois slipped past Tennessee 30–28, and the Valero Alamo Bowl, which featured TCU’s thrilling 30–27 win over USC. Rounding out the excitement, the Tony the Tiger Sun Bowl delivered a high-scoring classic as Duke held off Arizona 42–39, perfectly capturing the pure entertainment and intensity that defined this bowl season. →

FAMOUS FACES

Fans continue to see bowl games as a powerful platform to connect sports, entertainment, and culture, bringing fresh energy and expanded visibility to the postseason. From Rob Gronkowski hosting the Bucked Up LA Bowl Hosted By Gronk to Snoop Dogg lending his name and influence to the Snoop Dogg Arizona Bowl presented by Gin & Juice By Dre and Snoop, their involvement amplifies the bowl experience, attracts new audiences, and elevates bowl season’s presence beyond the field.

NEW KIDS ON THE BLOCK

One of the most compelling storylines of this bowl season was the immediate impact of newly transitioned programs making the jump from FCS to FBS. Delaware and Missouri State each reached a bowl game in their first season competing at the FBS level. Their postseason appearances highlighted the opportunity and upward mobility that bowl season continues to provide across college football.

COLLEGE FOOTBALL PLAYOFF

The 2025-26 College Football Playoff delivered one of the most surprising and thrilling postseasons in recent memory, featuring the expanded 12-team format that showcased underdogs and intense matchups across the bracket. The top-seeded Indiana Hoosiers stormed through the bracket undefeated, capping their remarkable run with a gritty 27-21 victory over No. 10 Miami in the National Championship Game.