Chick-fil-A Peach Bowl

What Chick-fil-A Peach Bowl does

Peach Bowl, Inc. is a 501(c)(3) nonprofit sports event management organization founded in 1968 in Atlanta, Georgia, operating the Chick-fil-A Peach Bowl — one of six New Year's Six bowls and a host site for the College Football Playoff. The company generates revenue primarily through three streams: corporate sponsorship packages sold directly to enterprise brands (with Chick-fil-A as title sponsor since 1996 and a roster that includes Delta, Home Depot, Marriott, Hilton, Georgia Power, PNC, Aflac, Southern Company, and Ticketmaster); ticket sales distributed via Ticketmaster and Mercedes-Benz Stadium; and an exclusive national television broadcast relationship with ESPN in place since 1991. Operating with a lean staff of approximately 12–13 full-time employees, the organization has hosted 57 bowl games, sold out 25 of its last 28, and generated $934.2 million in cumulative economic impact for Atlanta.

Beyond the flagship bowl, Peach Bowl, Inc. operates a diversified event portfolio including the Aflac Kickoff Game (neutral-site season opener created in 2008), the Southern Company Peach Bowl Challenge (charity golf tournament distributing $10.3 million since 2007), The Dodd Trophy presented by PNC Bank (a national coaching award launched in 2013), and the Peach Bowl LegACy Fund (a $20 million 2019 charitable initiative funding pediatric cancer research at Children's Healthcare of Atlanta). The organization has committed more than $71.2 million in charitable and scholarship contributions across 70-plus organizations and 35 universities since 2002. Under the expanded 12-team College Football Playoff format introduced in 2025, the Chick-fil-A Peach Bowl now rotates between hosting Quarterfinal and Semifinal matchups, materially increasing its inventory of marquee games. The business model is event-driven with concentrated enterprise sponsorship, a permanent ACC/SEC matchup agreement (since 1992), and a strong track record of competitive games (53% decided by a touchdown or less).

Name

Chick-fil-A Peach Bowl

Legal name

Peach Bowl, Inc.

Website

https://chick-fil-apeachbowl.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Peach Bowl, Inc. is a 501(c)(3) nonprofit operating the Chick-fil-A Peach Bowl, a New Year's Six college football bowl game and College Football Playoff host in Atlanta. It serves college football programs, national brand sponsors (led by 29-year title sponsor Chick-fil-A), and fans through ticket sales, ESPN broadcast, and a portfolio of ancillary events and charitable initiatives.

Ownership category

akta.pro rank

Product category

Sports Event Management

NAICS

Golf Courses and Country Clubs (713910), Television Broadcasting Stations (51612)

SIC

Services-Amusement & Recreation Services (7900), Radio & Tv Broadcasting & Communications Equipment (3663)

akta.pro primary industry

College/University Sports Events (NCAA & equivalents) (MPAGAMAE)

akta.pro secondary industry

Sports Radio Networks & Talk Stations (MPABAJAB)

Keywords

• College football bowl games
• Sports event management
• College football playoffs
• Sports sponsorship activation
• Charitable sporting events

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Television Broadcast Rights: Nationally televised by ESPN with peak viewership of 22.4 million households in 2022 and total of 257.1 million all-time households
2. Corporate Sponsorships: Sponsorship packages including in-game advertising, digital promotion, client hospitality, event marketing, and direct marketing access to 71,000+ average attendance over 10 years. Sponsors include Chick-fil-A (title sponsor since 1996), Delta, Georgia Power, Home Depot, Marriott, Hilton, PNC Bank, Ticketmaster, and others.
3. Ticket Sales: Revenue from ticket sales for Chick-fil-A Peach Bowl games, Aflac Kickoff Game, and related events. Recorded earliest sellout in game's 55-year history in 2022 with 25 sellouts in last 28 bowl games.
4. Southern Company Peach Bowl Challenge: Charity golf tournament featuring NCAA head coaches and celebrities that distributes scholarship purse of $300,000. Has distributed $10.3 million in scholarship and charity since 2007 creation.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Chick-fil-A Peach Bowl, operated by Peach Bowl, Inc., hosts and operates college football bowl games including a College Football Playoff (CFP) Semifinal and Quarterfinal game. The organization sells event tickets, corporate sponsorship and hospitality packages, and operates ancillary properties including the Aflac Kickoff Game, Southern Company Peach Bowl Challenge, the Dodd Trophy, and the Peach Bowl LegACy Fund charitable giving platform.

Product overview

Peach Bowl, Inc. operates a portfolio of college football events and charitable initiatives. The core product is the Chick-fil-A Peach Bowl, a New Year's Six bowl game that hosts College Football Playoff Semifinal and Quarterfinal matchups. Supporting products include the Aflac Kickoff Game (neutral-site season opener), Southern Company Peach Bowl Challenge (charity golf tournament), The Dodd Trophy (national coaching award presented by PNC Bank), and the LegACy Fund (pediatric cancer research charity). The organization positions itself as 'College Football's Most Charitable Bowl Game' with over $71.2 million in charitable contributions since 2002.

Differentiator

Problem solved

Functional benefit

Products and services

• Chick-fil-A Peach Bowl
• Aflac Kickoff Game
• Southern Company Peach Bowl Challenge
• The Dodd Trophy
• Peach Bowl LegACy Fund

Quantifiable outcome

• $71.2M in charitable giving since 2002
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and major.

• Chick-fil-AcoreGTM or Marketing PartnerTitle sponsor since December 1996 - the longest title sponsorship in college football at 29 years. Chick-fil-A has been integral to the bowl's transformation and growth.
• Delta Air LinescoreGTM or Marketing PartnerMajor airline sponsor providing travel support and marketing partnership for the bowl and associated events.
• Georgia PowercoreGTM or Marketing PartnerRegional utility company sponsor supporting bowl operations and community initiatives.
• PNC BankcoreGTM or Marketing PartnerPresenting sponsor of The Dodd Trophy national coach of the year award. Provides financial services and banking relationship.
• Home DepotmajorGTM or Marketing PartnerMajor retail sponsor providing home improvement products and support for bowl events.
• Marriott Marquis AtlantamajorGTM or Marketing PartnerOfficial hotel partner providing hospitality services during bowl week events.
• HiltonmajorGTM or Marketing PartnerOfficial hotel partner providing accommodation for visiting teams and fans.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing platform for Chick-fil-A Peach Bowl game tickets through Ticketmaster platform.
• Mercedes-Benz StadiumcoreStrategic or Co-development PartnerHome venue for the Chick-fil-A Peach Bowl. State-of-the-art stadium hosting games and providing world-class facilities.
• Georgia Lions Lighthouse FoundationcoreStrategic or Co-development PartnerCharitable partner receiving $50,000 annual contribution since 2006, with total donation of $1 million to date. Partnership includes vision screening program for children.
• AflaccoreGTM or Marketing PartnerTitle sponsor of the Aflac Kickoff Game created in 2008. Has featured 11 national coaches of the year, 43 national award recipients, and 100 first-round NFL draft picks.
• Southern CompanycoreGTM or Marketing PartnerTitle sponsor of Southern Company Peach Bowl Challenge charity golf tournament. Event distributes $300,000 scholarship purse and has given $10.3 million since 2007.
• Children's Healthcare of AtlantacoreStrategic or Co-development PartnerRecipient of $20 million LegACy Fund donation in 2019 - largest donation ever by the Peach Bowl. Funds clinical drug trials fighting childhood cancer at Aflac Cancer and Blood Disorders Center.
• College Football Playoff FoundationcoreStrategic or Co-development PartnerPartnership to provide $200,000 funding for 152 teacher projects in 2015, and $2 million three-year literacy program in 2016 for Atlanta Public Schools.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Others

• College Football Playoff (CFP): The central governing body that selects teams, assigns CFP Semifinal/Quarterfinal matchups to New Year's Six bowls, and manages the centralized playoff media rights package. Peach Bowl's economics are increasingly driven by CFP structure decisions.
• Bowl Season (formerly Football Bowl Association): The trade association representing all NCAA bowl games, providing collective marketing, governance, and coordination across the ~40 FBS bowl games. Peach Bowl, Inc. is a member and referenced partner on its official site.

Direct peers

• Fiesta Bowl: Operates the Fiesta Bowl as a New Year's Six bowl and CFP rotation host, headquartered in Scottsdale, Arizona. Comparable structure with ESPN broadcast rights, multiple owned sub-events (Fiesta Bowl Parade, Battle of the Bands), and ACC/Big 12 conference tie-ins.
• Allstate Sugar Bowl: Hosts the Sugar Bowl, one of the six New Year's Six bowls and CFP rotation site. Operates from the Caesars Superdome in New Orleans with comparable sponsorship packages, SEC/Big 12 conference tie-ins, and ESPN broadcast relationships.
• Rose Bowl Game: Operates the iconic Rose Bowl Game, another New Year's Six bowl hosting College Football Playoff Semifinals. Directly comparable as a legacy bowl game (since 1902) with similar sponsorship, broadcast (ESPN/CBS), and ticketing economics at the Rose Bowl Stadium in Pasadena.
• Capital One Orange Bowl: Operates the Orange Bowl, another New Year's Six bowl and CFP rotation host. Headquartered in Miami with Hard Rock Stadium as primary venue, directly comparable event portfolio (game, youth activities, charitable initiatives) and conference tie-ins (ACC/SEC/Big Ten).
• Goodyear Cotton Bowl Classic: Hosts the Cotton Bowl, another New Year's Six bowl and CFP rotation site. Operated from AT&T Stadium in Arlington, Texas with comparable event scale, ESPN broadcast partnership, and corporate sponsorship ecosystem (Goodyear title sponsor).

Broad incumbents

• ESPN Events: ESPN's owned-and-operated college football events division (formerly ESPN Regional Television), operates multiple bowl games and college football events. Functions as both the broadcast partner and an adjacent operator of competing bowl properties.

Emerging players

• Outback/New Year's Six Citrus Bowl: Operates the Citrus Bowl in Orlando, Florida — a non-NY6 but high-profile bowl game with ESPN broadcast and corporate sponsorships. Comparable event-management structure though with smaller scale and lower prestige.
• TaxSlayer Gator Bowl: Operates the Gator Bowl in Jacksonville, Florida — a long-standing bowl game with similar event-driven revenue model (broadcast, sponsorships, tickets). Comparable in scale though outside the New Year's Six tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CFAPeachBowl
• Facebookfacebook.com/cfapeachbowl
• Instagraminstagram.com/CFAPeachBowl

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chick-fil-A Peach Bowl