January 07, 2009

Branding Bowl Games: Fiesta Bowl


source:  Google Images
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In 1968, Arizona State University President G. Homer Durham proposed that Phoenix should have a football bowl game. Thanks to the support of several local sports enthusiasts and community leaders, this dream was realized on April 26, 1971. Until this point, the Rose Bowl was the only other bowl game played outside of the South.

On June 10, 1971, the Arizona Sports Foundation and the Arizona Republic held a “Name the Bowl Game” contest. According to the Fiesta Bowl’s official website, 6,500 entries were received, 73 of which suggested the name “Fiesta Bowl”. In a blind drawing of the 73 winning entries, Gary Keltner was chosen as the lucky winner and received four lifetime tickets to the Fiesta Bowl Classic.

Although the name Fiesta might seem a bit abstract at first, I think it is rather appropriate for a bowl game. The dictionary definition of the word Fiesta, as defined by www.dictionary.com is “A festival or festive celebration.” What could be more festive than a football game? Football games not only engage the players and their fans, but also the larger community in which the game takes place. Football games, and more importantly, bowl games, are celebrated with food, friends and team spirit, truly embodying the definition of Fiesta.

By: Jessica McGrail

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