East West Shrine Bowl

What East West Shrine Bowl does

The East-West Shrine Bowl is the nation's oldest college football all-star game, founded in 1925 and operated as a charitable fundraising event by Shriners Children's (a 501(c)(3) nonprofit pediatric healthcare system headquartered in Tampa, Florida). The annual game and its surrounding game-week activities bring together approximately 125 top draft-eligible college football players, drawn from a watchlist of roughly 1,000 candidates, to showcase their skills before scouts, coaches, and executives from all 32 NFL teams. Coaching staffs are nominated by NFL clubs and reviewed by NFL Football Operations and the General Managers Advisory Committee, embedding the event within the official NFL talent-evaluation pipeline. Notable alumni include 78 Pro Football Hall of Famers (Tom Brady, Walter Payton, John Elway, Lawrence Taylor) and 200+ College Football Hall of Famers, with more than 300 alumni on active NFL rosters annually.

The product portfolio centers on the single annual game, supplemented by the Shrine Bowl 1000 player watchlist, the All-Century Team recognition program, annual Hall of Fame inductions, the Pat Tillman Award for character and service, game-week fan events (FRIO Fan Fest, BBQ Tailgate Challenge, meet-and-greets), virtual attendance programming, and limited-time official merchandise. The underlying technology stack relies on third-party partners: Zebra Technologies RFID/sensor tracking for in-game player performance data, Microsoft Surface tablets for coaching workflows, PFF (Pro Football Focus) scouting analytics, and BreakAway Data for performance analysis. National distribution occurs through NFL Network primetime broadcast, ESPN family coverage, Lights Out Sports TV practice streaming, and the SeatGeek ticketing platform.

The business model is a nonprofit charitable fundraising structure with four revenue streams: (1) ticket sales via SeatGeek (transaction-fee model); (2) limited-time merchandise sales through BSN Sports (online storefront, 7-10 day shipping); (3) corporate sponsorships with tiered visibility across NFL, Morgan Stanley, SūmerSports, Camienne Financial, Zebra Technologies, Wilson, Oakley, FRIO Beer, and others; and (4) charitable donations directed to Shriners Children's pediatric specialty care, which has treated nearly 2 million children across more than 170 countries. Pricing is not publicly disclosed; ticketing varies by seating section, and sponsorship contracts are individually negotiated. The event serves three primary customer segments: NFL teams and scouts (enterprise buyers of talent evaluation), Shriners Children's (charitable beneficiary), and corporate sponsors (brand-visibility buyers), with fans and families as secondary consumer audiences.

Name

East West Shrine Bowl

Legal name

East-West Shrine Bowl (operated by Shriners International)

Website

https://shrinebowl.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

1–10 employees

Short description

The East-West Shrine Bowl, founded in 1925 and operated by Shriners Children's, is the nation's oldest college football all-star game. It annually showcases ~125 draft-eligible players before all 32 NFL teams, raising funds for Shriners Children's pediatric healthcare through ticket sales, sponsorships, merchandise, and donations.

Ownership category

akta.pro rank

Product category

Sports Events — College Football All-Star Game

NAICS

Spectator Sports (71121)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

American Football Leagues (MPAKAAAB)

Keywords

• College football all-star game
• NFL draft showcase
• Charitable sports event
• Player scouting platform
• Shriners Children's fundraiser

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: The East-West Shrine Bowl generates revenue through game day ticket sales via SeatGeek, the official ticketing partner. The 101st game was held on January 27, 2026 at Ford Center at The Star in Frisco, Texas.
2. Merchandise Sales: Official merchandise including apparel and accessories sold through BSN Sports online store, with limited-time availability around game events.
3. Sponsorships and Partnerships: Corporate sponsorships including NFL, SūmerSports, Morgan Stanley, Camienne Financial, Zebra Technologies, Wilson, Oakley, Frio Beer, and Texas Crown Whiskey among others. Various sponsorship tiers with brand visibility during events and across media channels.
4. Donations: Charitable donations supporting Shriners Children's healthcare system, which provides pediatric specialty care regardless of families' ability to pay. The game has benefited Shriners Children's since 1925.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The East-West Shrine Bowl operates an annual college football all-star game that showcases top NFL draft-eligible players in front of league scouts and the broadcast audience. The event is organized under Shriners Children's and supports a portfolio of collegiate sports properties, prospect evaluation programs (Shrine Bowl 1000), and ancillary fan experiences such as game-day events, merchandise, and virtual attendance.

Product overview

The East-West Shrine Bowl is a single, annual flagship product - the nation's oldest college football all-star game held since 1925. The event serves as a platform for top college football players to showcase their talents before NFL scouts. The core product is the game itself, supplemented by the Shrine Bowl 1000 player watchlist, Hall of Fame inductions, Pat Tillman Award recognition, game day events, virtual attendance options, and official merchandise. Additionally, Shriners Children's operates a portfolio of related collegiate sporting events including the College Showdown (baseball), Charleston Classic (basketball), Clearwater Invitational (softball), Showdown at the Net (volleyball), and the adidas Polynesian Bowl (high school football), all benefiting Shriners Children's mission.

Differentiator

Problem solved

Functional benefit

Products and services

• East-West Shrine Bowl Game Annual college football all-star game featuring top NFL draft-eligible prospects, held at Ford Center at The Star in Frisco, Texas; serves fans, NFL scouts, and broadcast audiences.
• Shrine Bowl 1000 Watchlist Prospect identification and player scouting program used to identify and track college football players for inclusion in the all-star game and NFL draft evaluation; serves scouts, agents, and NFL teams.
• Game Day Events Ancillary fan experience programming and activations surrounding the all-star game at the host venue; serves attending fans and families.
• Official Merchandise Store Official team/event merchandise sold online through BSN Sports; serves fans and collectors.
• Virtual Attendance Online broadcast/streaming attendance option for fans not able to attend in person; delivered through NFL Network and ESPN broadcast coverage.
• Hall of Fame Induction Recognition program inducting distinguished alumni of the all-star game into a hall of fame; serves alumni, fans, and historians.
• All-Century Team Curated recognition team celebrating the greatest players across the bowl game's history; serves fans, media, and historians.
• Pat Tillman Award Annual award recognizing a Shrine Bowl player who best exemplifies the character and leadership legacy of Pat Tillman; serves players, alumni, and fans.
• Shriners Children's College Showdown Sibling collegiate sports event within the Shriners Children's sports portfolio; serves college sports fans and charity donors.
• Shriners Children's Charleston Classic Sibling collegiate sports event within the Shriners Children's sports portfolio; serves college basketball fans and charity donors.
• Shriners Children's Clearwater Invitational Sibling collegiate sports event within the Shriners Children's sports portfolio; serves college sports fans and charity donors.
• Shriners Children's Showdown at the Net Sibling collegiate tennis event within the Shriners Children's sports portfolio; serves college tennis fans and charity donors.
• adidas Polynesian Bowl Sibling college football all-star game within the Shriners Children's sports portfolio; serves fans, NFL scouts, and broadcast audiences.

Quantifiable outcome

• 78 Pro Football Hall of Famers have played in the East-West Shrine Bowl
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

22 partnerships are on record, tiered minor and core.

• Camienne FinancialminorGTM or Marketing Partner · 25 November 2025Wealth Strategy Sponsor for the 2026 event, providing financial planning services and support for the game.
• SūmerSportscoreTechnology or Integration · 10 November 2025Official Practice Partner for the 2026 and 2027 events. SūmerSports provides analytics and data services for player evaluation during practices leading up to the game.
• National Football FoundationcoreStrategic or Co-development Partner · 8 October 2025Official NFF Partners joining the National Football Foundation to advance community impact and the game of football.
• Morgan Stanley Global Sports & EntertainmentcoreGTM or Marketing Partner · 23 January 2025Inaugural Financial Education Partner providing educational resources for players on financial planning and professional development.
• WilsonminorGTM or Marketing Partner · 30 December 2024Official football partner providing one-of-a-kind throwing sessions for quarterbacks during game week.
• Lights Out Sports TVcoreChannel Partner/ Reseller/ Distributor · 18 October 2024Official live streaming partner for all practices during game week, providing virtual access for fans and media.
• NFL Players Association (NFLPA)coreStrategic or Co-development Partner · 4 September 2024Official partnership for the second consecutive year providing substantial educational resources to athletes. NFLPA provides speakers including current and former NFL players, Hall of Famers, and NFLPA leadership for panels and activations throughout game week to educate players on professional football success.
• Zebra TechnologiescoreTechnology or Integration · 25 January 2024Exclusive Player Tracking Provider using RFID and sensor technology to track player performance during games, providing detailed analytics on movements, speed, and positioning for NFL scouts.
• FRIO BeerminorGTM or Marketing Partner · 23 January 2024Official Beer of the East-West Shrine Bowl with FRIO Fan Fest to kick off game week activities.
• University All-StarsminorGTM or Marketing Partner · 19 October 2023Official Trading Card Partner producing commemorative trading cards for the 2024 event.
• OakleyminorGTM or Marketing Partner · 12 October 2023Official Eyewear and Shield Partner for the 2024 event, providing protective eyewear for players.
• Pro Football NetworkminorGTM or Marketing Partner · 12 July 2022Exclusive content production partner for the 2023 game, creating video and editorial content.
• Intermountain HealthcareminorOthers · 2 February 2022Healthcare partner for game week activities, supporting player wellness during the 2022 event.
• MEAC and SWACminorStrategic or Co-development Partner · 2 September 2021Partnership with Mid-Eastern Athletic Conference and Southwestern Athletic Conference to promote HBCU football players.
• GalvanizeminorImplementation/ SI/ Consulting Partner · 31 August 2021Host of seminars for players at the 2022 Shrine Bowl covering professional development topics.
• PFF (Pro Football Focus)coreTechnology or Integration · 25 August 2021Official Scouting Data Partner providing comprehensive analytics and data services for player evaluation.
• BetterHelpminorImplementation/ SI/ Consulting Partner · 29 January 2021Online counseling partnership providing mental health resources for players during the 2022 game.
• NFL (National Football League)coreStrategic or Co-development PartnerNFL provides coaching staffs from all 32 teams for the East-West Shrine Bowl, with coaches nominated by clubs after the regular season and reviewed by NFL Football Operations staff and General Managers Advisory Committee.
• BSN SportsminorChannel Partner/ Reseller/ DistributorOfficial merchandise partner for East-West Shrine Bowl apparel and accessories, available through their online store.
• SeatGeekcoreChannel Partner/ Reseller/ DistributorOfficial ticketing platform for game day tickets and event information.
• TGL (Tech and Golf League)minorGTM or Marketing PartnerCollaborative campaigns with the innovative indoor golf league, part of Shriners Children's broader sports initiative portfolio.
• ConcacafminorGTM or Marketing PartnerCollaborative campaigns with the global soccer federation, part of Shriners Children's sports entertainment partnerships.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NFL Scouting Combine: The NFL's official invite-only draft evaluation event in Indianapolis. Comparable in customer base (all 32 NFL teams evaluating draft-eligible players) but operates as a broader, league-run incumbent with broader measurement, medical, and interview programming rather than a competitive game format.
• NCAA Football Bowl Subdivision: The broader college football ecosystem of bowl games and championships. Comparable in event-driven sports entertainment model, but operates at vastly larger scale and across dozens of independently operated events rather than a single marquee showcase.
• ESPN Events Collegiate Tournaments: Operates a portfolio of early-season college basketball and football events including the Charleston Classic and Shriners Children's Charleston Classic broadcast on ESPN networks. Comparable as a portfolio operator of college sports events tied to Shriners Children's.

Direct peers

• Reese's Senior Bowl: The premier U.S. college football all-star game, held annually in Mobile, Alabama. Directly comparable to the East-West Shrine Bowl in format (senior showcase for NFL Draft evaluation), audience (all 32 NFL teams), and broadcast footprint, though generally positioned as the higher-prestige event.
• Hula Bowl: Long-running college football all-star game held in Hawaii, directly comparable in purpose (NFL Draft showcase) though historically smaller in scale and sponsor footprint than the East-West Shrine Bowl.
• All-American Bowl: High school football all-star game broadcast on NBC, operated by the All-American Bowl Foundation. Comparable as an all-star showcase aligned with NFL Draft pipeline, though at the high school rather than college level.
• NFLPA Collegiate Bowl: NFL Players Association-run college all-star game targeting draft-eligible players. Comparable in audience and player-development focus, and explicitly competes with the East-West Shrine Bowl for player participation and scout attention.
• Adidas Polynesian Bowl: High school all-star football showcase in Honolulu operated within the Shriners Children's sports portfolio. Comparable mission (celebrating football culture while raising awareness for Shriners Children's) but targets high school rather than college players.

Others

• Big 12 Conference / SEC Championship Events: Conference-level championship events that serve as higher-prestige competitive showcases for NFL scouts. Comparable as NFL Draft talent pipelines and broadcast properties, though they operate conference championships rather than all-star formats.

Regional players

• Tropical Smoothie Cafe Frisco Bowl: College football postseason bowl game held at the same Ford Center at The Star venue in Frisco, Texas. Comparable in geographic footprint and venue partnership, though structurally a different product (postseason bowl vs. all-star game).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ShrineBowl
• YouTubeyoutube.com/c/ShrineBowl
• Facebookfacebook.com/shrinebowl
• Instagraminstagram.com/shrinebowl
• TikToktiktok.com/@shrinebowl
• LinkedInlinkedin.com/company/east-west-shrine-game

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 East West Shrine Bowl