Foster Farms made a multi-year deal to be the new title sponsor of the game. ESPN will carry the national broadcast, which will feature two teams from the Pac-12 and the Big 10 conferences. The game will be played for the first time at Levi's Stadium.
“As a longtime Northern California company with roots that date back more than 75 years, Foster Farms is thrilled to sponsor the first college bowl game to be hosted at the state-of-the-art Levi’s Stadium,” said Bryan Reese, senior vice president of marketing, sales and R&D. “To commemorate our landmark anniversary and the inaugural Foster Farms Bowl, we will be debuting a new company logo that will be displayed on the field, on uniforms and on game merchandise. We look forward to sharing this experience with fans at home and in the stadium alike and we’re eager to see Foster Farms’ new logo on the gridiron on game day.”
The San Francisco Bowl Game Association organizes the 13-year-old event. Gary Cavalli is the game’s co-founder and executive director. The previous 12 games were played at AT&T Park, home of Major League Baseball's San Francisco Giants. The game has undergone several name changes: It was originally known as the Diamond Walnut San Francisco Bowl [2002-2003], the Emerald Bowl [2004-2009], the Kraft Fight Hunger Bowl [2010-2012] and the Fight Hunger Bowl .
“Even though the game will no longer be called the ‘Fight Hunger Bowl’, we will continue our initiatives to fight hunger in the Bay Area,” Cavalli said. “Every ticket sold to the game is a ‘meal ticket’ for a hungry family in the Bay Area, generating donations to our partner organizations – Glide, St. Anthony’s, SF-Marin Food Bank, Alameda County Community Food Bank and Second Harvest Food Bank.”