Games such as the Pop-Tarts and Cheez-It Bowls capture the spirit of college football, so it’s no shock they’ve become wildly popular. The Sporting News spoke with one of the people behind their success.

In case you missed the memo, bowl games have increasingly turned into marketing showcases for all sorts of brands, which pay big-time sponsorship dollars for the privilege and then serve up goofy rituals galore. And with the bowl season moving into its busiest stretch, football fans can expect plenty of hijinks.

In 2025, the Pop-Tarts edible mascot comes in teams of three and a fan vote will determine which team gets devoured at the end of the game

Georgia Tech’s King and BYU’s Bachmeier are similar in many ways. Both are dual-threat quarterbacks and both are known for their toughness.

The bowl game I look forward to most each year. The Pop-Tarts Bowl is a relatively new bowl game, as it's in its third year, but it’s already become one of the best events in college football. The bowl game held at Camping World Stadium in Orlando,

The Hurricanes secured a trip to the Cotton Bowl with a statement victory over Texas A&M last weekend. Their reward? They get to face the No. 2 seed, Ohio State, which was ranked first in most polls for most of the season.