By Paul Bryant Birdwell | paul@roaringforkagency.com | 415-730-4854
College Football. National ESPN Exposure. Allegiant Stadium. New Year’s Eve. And the Sports and Entertainment Capital of the World.
The Roaring Fork Agency — www.roaringforkagency.com — is representing the Las Vegas Bowl in the pursuit of a new Entitlement Sponsor for one of college football’s most established postseason events, played annually at Allegiant Stadium in Las Vegas and broadcast nationally on ESPN.
For a company seeking national visibility, premier sports marketing assets, world-class hospitality and a meaningful presence in Las Vegas, few sponsorship opportunities bring together as many powerful elements as the Las Vegas Bowl.
The 35th edition of the Las Vegas Bowl will be played on Thursday, December 31, 2026, at 12:45 p.m. Pacific Time at Allegiant Stadium and televised nationally on ESPN.
The Bowl is currently offering one company the opportunity to place its name at the very top of the event:
Entitlement Sponsor of the Las Vegas Bowl
The opportunity goes far beyond placing a corporate logo on a college football game.
The Entitlement Sponsor becomes part of the name, identity, national television broadcast, playing field, marketing, social media, hospitality and year-round presence of an established ESPN bowl game in one of the most visible destinations in the world.
Think:
The [Your Company] Las Vegas Bowl
Every television graphic.
Every announcer reference.
Every promotional mention.
Every scoreboard reference.
Every media story discussing the game.
Every social media post.
Every interaction with fans during Bowl Week.
For the right company, this is an opportunity to effectively own the Las Vegas Bowl experience—and establish a prominent brand presence in Las Vegas on one of the biggest celebration days of the year.
College Football Meets New Year’s Eve in Las Vegas
This is not simply another college football bowl game.
It is a nationally televised college football game played on New Year’s Eve in Las Vegas.
The 2026 Las Vegas Bowl will kick off at 12:45 p.m. Pacific Time, giving fans at Allegiant Stadium and viewers throughout the country the opportunity to enjoy a major college football matchup before continuing their New Year’s Eve celebrations.
The scheduled matchup will feature a team from the Southeastern Conference against a representative from the Big Ten, Big 12 or Atlantic Coast Conference—or Oregon State or Washington State.
That potential lineup brings together some of the most recognizable universities, athletic programs, alumni communities and fan bases in college football.
Add ESPN, Allegiant Stadium and Las Vegas to the equation, and the result is a national sports and entertainment platform built for major corporate activation.
A National ESPN Television Platform
Live sports remain one of the few forms of programming capable of attracting large audiences in real time.
The Las Vegas Bowl provides its Entitlement Sponsor with a substantial national ESPN media package, including:
Four 30-second commercial units during the live Las Vegas Bowl telecast
One 30-second executive message during the live game broadcast
Two 30-second commercial units during another mutually agreed-upon ESPN Events bowl game
Two 30-second commercial units during the rebroadcast of a mutually agreed-upon ESPN Events bowl game
Opening and closing television billboards during the Las Vegas Bowl telecast
One in-game television feature
Promotional exposure through ESPN “BottomLine” mentions during December
National and local radio exposure during the Las Vegas Bowl broadcast
This combination gives the sponsor both traditional advertising inventory and something much more powerful: direct integration into the identity of the game.
Rather than simply purchasing commercials around the Las Vegas Bowl, the Entitlement Sponsor becomes part of the Las Vegas Bowl.
Put Your Company at Midfield
Some of the most valuable assets in sports sponsorship are the ones viewers see whenever the broadcast returns to the field.
The Las Vegas Bowl Entitlement Sponsor receives extraordinary field-level visibility at Allegiant Stadium, including:
The integrated Entitlement Sponsor and Las Vegas Bowl logo prominently displayed at the 50-yard line
Two identical corporate logos painted on the field, with one positioned at each 25-yard line
Television-visible branding on the stadium sideline banner wrap
Integrated branding on goal-post pads and down markers
Branding on ball-boy pullovers
Integrated branding on media vests
Sponsor inclusion during event mentions across stadium LED ribbon boards
Pregame video-board commercials
In-game video-board features with public-address announcements or commercial spots
An opportunity to create an in-game, on-field promotion
The result is continuous brand visibility throughout the game rather than a collection of isolated advertising impressions.
Every wide shot of the field.
Every scoring drive.
Every replay.
Every highlight.
Every photograph from midfield.
Every postgame celebration.
The sponsor’s name and identity become part of the visual story of the Las Vegas Bowl.
Allegiant Stadium
The Las Vegas Bowl is played inside one of the world’s most impressive sports venues.
The $2 billion Allegiant Stadium is located just off the Las Vegas Strip and has helped transform Las Vegas into one of the leading sports capitals in the United States.
In addition to hosting the Las Vegas Bowl, Allegiant Stadium is home to the Las Vegas Raiders and UNLV football and has hosted some of the largest sporting and entertainment events in the country.
For an Entitlement Sponsor, the venue provides a state-of-the-art setting with extensive digital signage, premium hospitality areas, modern production capabilities and an atmosphere worthy of a major national partnership.
This is a company’s opportunity to place its brand at the center of college football inside one of America’s most recognizable new stadiums.
More Than Three Decades of Bowl Tradition
The Las Vegas Bowl first kicked off on December 18, 1992.
Created by community leaders to bring visitors to Las Vegas during a traditionally slower tourism period, the event has grown into one of Nevada’s premier annual sporting traditions.
The game has been nationally televised on ESPN, ESPN2 or ABC every year of its existence.
In 2001, ESPN Regional Television—now ESPN Events—acquired the Las Vegas Bowl and assumed responsibility for its organization, operations, sponsorship and marketing.
The Bowl has featured many of college football’s most recognizable programs, coaches and players, including USC, Oregon, Utah, Nebraska, Florida, Wisconsin, Arizona State, Boise State, UCLA, BYU and Washington.
The 2025 game attracted 38,879 fans to Allegiant Stadium as Utah defeated Nebraska 44–22 on New Year’s Eve.
The 2026 game will mark the 35th edition of the Las Vegas Bowl, giving a new Entitlement Sponsor the opportunity to join an established event with decades of tradition and a major future ahead of it.
National Visibility Throughout the Year
The Entitlement Sponsor’s visibility extends far beyond the live game broadcast.
The company’s name and logo will be integrated into the official Las Vegas Bowl identity and included across Bowl-related materials, including:
Game advertising
Press releases
Promotional materials
Credentials and staff apparel
Hotel signage
Stadium signage
Advertising collateral
Championship-stage backdrops
Media-interview backdrops
The official Las Vegas Bowl website
Las Vegas Bowl and ESPN Events social media platforms
Bowl Week events and functions
The Las Vegas Bowl souvenir game program
The integrated event logo will also appear on official host-hotel marquees along the Las Vegas Strip, creating additional visibility throughout the destination during Bowl Week.
The sponsor gains an identity that can be used in its own advertising, internal communications, customer programs, employee engagement, retail marketing and social-media campaigns throughout the term of the partnership.
Own Bowl Week in Las Vegas
The Las Vegas Bowl is much more than the game itself.
Bowl Week provides a collection of events, experiences and activation opportunities involving the teams, fans, alumni, sponsors and Las Vegas business community.
Recent Bowl Week programming has included:
Team arrivals
Welcome receptions
Kickoff press conferences
Coaches’ VIP dinners
Team luncheons
Fan Fest
Pep rallies
Community programs
Kids Day
Ladies Day
Media events
VIP parties
Las Vegas entertainment experiences
For the Entitlement Sponsor, these events create opportunities to connect with audiences away from the stadium and build a multi-day brand experience around college football and Las Vegas.
The sponsor can create interactive displays at team hotels, hospitality areas and Fan Fest; distribute approved promotional materials and giveaways; develop customer and employee programs; and collaborate with the Bowl on original content, behind-the-scenes experiences, interviews, personality profiles and historical features.
Premium Corporate Hospitality
Great sports sponsorships are not simply advertising programs.
They are also relationship-building platforms.
The Las Vegas Bowl Entitlement Sponsorship includes an extensive hospitality package designed to help the partner entertain customers, reward employees and develop relationships with important business partners.
Hospitality assets include:
One seat on the Las Vegas Bowl Executive Committee
50 premium lower-level game tickets
Up to 200 additional lower-level promotional tickets, if needed
One premium suite accommodating 20 guests
20 invitations to the Las Vegas Bowl Team Luncheon
20 invitations to the Las Vegas Bowl VIP Vegas Party
20 VIP parking passes
20 pregame field passes
20 invitations to the pregame hospitality party
A game-day stadium tour for sponsor employees attending the Bowl
For a company hosting customers, distributors, executives, employees or business partners, the Las Vegas Bowl can become the centerpiece of an unforgettable New Year’s Eve experience.
A company can bring its most important people to Las Vegas, entertain them inside Allegiant Stadium, provide field access and VIP hospitality, and then continue the celebration across one of the world’s leading entertainment destinations.
Put Your Company on the Field
The Entitlement Sponsor can also participate directly in signature moments surrounding the game.
Opportunities include:
A corporate representative participating in the pregame coin toss
A corporate representative participating in the postgame championship trophy presentation
An in-game, on-field promotion
Pregame field access
Participation in Bowl Week events
Customized content and social-media opportunities
These experiences place company leaders directly inside the Las Vegas Bowl story while creating exclusive content that can be shared through the sponsor’s own media channels.
A Powerful Employee and Customer Platform
The Las Vegas Bowl can be activated throughout a company—not simply through its marketing department.
A national company could use the partnership to:
Reward top-performing employees with a New Year’s Eve trip to Las Vegas
Entertain major customers and business partners at Allegiant Stadium
Create consumer sweepstakes and ticket promotions
Develop retailer or distributor incentive programs
Host executive meetings and corporate events during Bowl Week
Build digital content around the teams, fans and Las Vegas experience
Create cause-marketing and community programs
Use Bowl tickets to support sales teams across the country
Develop employee-engagement campaigns around college football
Create special products, offers or promotions connected to New Year’s Eve
The strongest sponsorships happen when the property becomes a platform supporting a company’s larger business and marketing objectives.
The Las Vegas Bowl provides exactly that kind of platform.
The Sports and Entertainment Capital of the World
Las Vegas has evolved into one of America’s most important sports markets.
The city is now home to the NFL’s Las Vegas Raiders, the NHL’s Vegas Golden Knights, the WNBA’s Las Vegas Aces and major international events spanning football, hockey, basketball, boxing, mixed martial arts, motorsports, golf and entertainment.
The Las Vegas Bowl occupies a unique position within that sports landscape.
It combines more than three decades of college football tradition with ESPN, Allegiant Stadium, New Year’s Eve and the global appeal of Las Vegas.
Fans do not simply attend the Las Vegas Bowl.
They experience Las Vegas.
For a corporate partner, that destination appeal creates nearly unlimited possibilities for hospitality, content, consumer promotions, employee incentives and business development.
What Could Your Company Build Around the Las Vegas Bowl?
The most interesting question may not be what is already included in the sponsorship.
It may be what a creative company could build around it.
Imagine bringing major customers from across the country to Las Vegas for a three-day New Year’s Eve experience.
Or creating a national holiday campaign built around college football and Las Vegas.
Or rewarding hundreds of employees with game tickets and Bowl Week experiences.
Or developing consumer promotions in the participating teams’ home markets.
Or creating an original content series offering behind-the-scenes access to the teams, stadium and Bowl.
Or building charitable and community programs connected to youth, education, sports or the Las Vegas community.
Or putting a company executive at midfield for the coin toss and on the championship stage for the trophy presentation.
Or hosting a company’s most important business partners in a premium Allegiant Stadium suite.
The Las Vegas Bowl provides the platform.
The Entitlement Sponsor brings the creativity.
A Three-Year Entitlement Partnership
The Las Vegas Bowl Entitlement Sponsorship is currently available as a three-year partnership:
2026 Las Vegas Bowl: Email or Call for $$$ Sponsorship Ask
2027 Las Vegas Bowl: Email or Call for $$$ Sponsorship Ask
2028 Las Vegas Bowl: Email or Call for $$$ Sponsorship Ask
paul@roaringforkagency.com or Call/Text anytime to > 415 730 - 4854
A multi-year agreement gives the sponsor time to build recognition, expand activation programs and establish genuine ownership of the Las Vegas Bowl identity.
Rather than approaching the Bowl as a single advertising purchase, the company can build a national sports-marketing platform that grows in visibility, familiarity and value over three consecutive seasons.
Which Companies Are the Right Fit?
The Las Vegas Bowl could be especially compelling for companies in categories such as:
Financial Services • Insurance • Automotive • Airlines • Travel • Hospitality • Technology • Telecommunications • Consumer Products • Food and Beverage • Retail • Healthcare • Energy • Logistics • Home Services • Restaurants • Gaming and Sports Betting where permitted • Business Services
The ideal Entitlement Sponsor will be a company seeking national visibility while also valuing the powerful combination of college football, ESPN, Las Vegas, Allegiant Stadium, premium hospitality and New Year’s Eve.
Because the partnership can be customized, the Bowl can build activation around a company’s specific marketing objectives rather than simply offering a predetermined collection of assets.
College Football + ESPN + Allegiant Stadium + Las Vegas + New Year’s Eve
There are thousands of sponsorship opportunities available to American companies every year.
There are far fewer opportunities to place a company’s name on an established, nationally televised college football game played inside one of America’s premier stadiums in the Sports and Entertainment Capital of the World on New Year’s Eve.
That is what makes this opportunity different.
National ESPN television exposure.
The 35th edition of an established college football tradition.
Allegiant Stadium.
Las Vegas.
New Year’s Eve.
Premier field branding.
Premium corporate hospitality.
Year-round promotional opportunities.
And the opportunity for one company to put its name at the very top of it all.
The [Your Company] Las Vegas Bowl.
For companies interested in exploring the Las Vegas Bowl Entitlement Sponsorship and customized corporate partnership opportunities, contact the Roaring Fork Agency to discuss the opportunity, available assets and how the partnership can be structured around your company’s marketing objectives.
Las Vegas Bowl — www.lvbowl.com
Roaring Fork Agency — www.roaringforkagency.com
Paul Bryant Birdwell
Roaring Fork Agency
paul@roaringforkagency.com
415 730 - 4854
San Francisco, California
Aspen, Colorado
Tiburon, California
Incline Village, Nevada
Santa Monica, California
Newport Beach, California
Roaring Fork Agency
www.roaringforkagency.com
Twitter / X: @RoaringForkAgcy
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