The Music City Bowl

Name

The Music City Bowl

Legal name

Music City Bowl, Inc.

Website

https://musiccitybowl.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

College Sports Event Management

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Professional & Major League Stadiums (MPAKAEAA)

akta.pro secondary industry

Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

Keywords

• College football bowl game
• Sports event management
• Corporate sponsorship packages
• Event ticket sales
• Licensed sports merchandise

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Ticket Sales: The Music City Bowl generates revenue through ticket sales for the annual post-season college football bowl game held at Nissan Stadium. Tickets are sold exclusively through official ticket provider SeatGeek.
2. Sponsorship Revenue: Corporate sponsorship is a primary revenue stream, with tiered sponsorship opportunities including title sponsor (Liberty Mutual Insurance), major sponsors, community sponsors, media sponsors, and event partners. Sponsors receive brand exposure to college football audiences and ROI through integrated marketing programs.
3. Merchandise Sales: The organization operates an official merchandise store (musiccitybowlmerchandise.com) selling exclusive gear, apparel, and game-day essentials.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Music City Bowl, Inc. is a 501(c)(3) non-profit organization that operates the annual Liberty Mutual Music City Bowl, a post-season college football bowl game featuring SEC versus Big Ten Conference matchups at Nissan Stadium in Nashville, Tennessee, typically held on December 30. The organization also operates the Youth Football Program, the Amazon Voice of the Bowl talent competition, ticket sales through SeatGeek, official merchandise, and tiered corporate sponsorship packages.

Product overview

The Music City Bowl operates as a sports event and tourism organization centered around its flagship annual post-season college football bowl game. The core offering is the Liberty Mutual Music City Bowl, an SEC versus Big Ten Conference matchup held at Nissan Stadium in Nashville, typically on December 30. Supporting initiatives include the Youth Football Program (a 501(c)(3) non-profit supporting youth sports with over 19,000 participants), the Amazon Voice of the Bowl talent competition for game-day performers, official merchandise sales via its dedicated store, ticket services through SeatGeek, and corporate sponsorship opportunities at multiple tiers. The organization functions as a non-profit tourism driver for Nashville, generating significant economic impact during the historically slow post-Christmas period, with nearly $450 million in total economic impact over 27 years.

Differentiator

Problem solved

Functional benefit

Brands

• Amazon Voice of the Bowl: Annual competition to select singers to perform God Bless America and the National Anthem at the Music City Bowl game day.
• Youth Football Program

Products and services

• Liberty Mutual Music City Bowl Annual post-season college football bowl game featuring SEC and Big Ten Conference matchups at Nissan Stadium in Nashville, Tennessee, broadcast nationally on ESPN. Targeted at college football fans, participating conference teams, and national television audiences.
• Music City Bowl Tickets Ticket sales for the annual bowl game, distributed exclusively through SeatGeek as the official ticket provider, with mobile ticketing and account manager functionality.
• Sponsorship Opportunities Corporate sponsorship packages offering brand visibility and engagement with college football fan audiences, with tiered partnership levels including Title, Major, Community, Media, and Event Sponsors.
• Official Merchandise Store Official online store for exclusive Liberty Mutual Music City Bowl merchandise, apparel, and game-day essentials.
• Youth Football Program 501(c)(3) non-profit initiative sponsored by Delta Dental of Tennessee that strengthens youth football and cheer programs across Tennessee through equipment donations, uniforms, facility maintenance, and free game tickets, with over 19,000 participants statewide.
• Amazon Voice of the Bowl Annual talent competition hosted at Ole Red venue to select singers to perform God Bless America and the National Anthem at the bowl game.

Quantifiable outcome

• $448.9 million total economic impact generated over 27 years
• +6 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered flagship, major, community and core.

• Liberty Mutual InsuranceflagshipGTM or Marketing Partner · 21 October 2025Liberty Mutual Insurance signed as title sponsor of the Music City Bowl in October 2025. The newly named Liberty Mutual Music City Bowl features SEC vs Big Ten matchups at Nissan Stadium. Liberty Mutual is a Fortune 100 company (ninth largest global P&C insurer, $50B+ annual revenue) seeking to connect with college football fans and families. The partnership demonstrates confidence in Nashville's growing sports and tourism sector.
• BridgestonemajorGTM or Marketing PartnerMajor sponsor of the Liberty Mutual Music City Bowl, part of the corporate partner team supporting Nashville's Holiday Tradition.
• Visit Music CitymajorGTM or Marketing PartnerOfficial tourism partner for the Music City Bowl, helping promote Nashville as a premier sports destination.
• Delta Dental of TennesseemajorGTM or Marketing PartnerMajor sponsor and proud sponsor of the Youth Football Program, having donated over 150,000 mouthguards statewide to promote player safety.
• TN Traffic SafetymajorGTM or Marketing PartnerCommunity sponsor supporting the Music City Bowl's community initiatives.
• Marriott (Gaylord Opryland Resort & Convention Center)majorGTM or Marketing PartnerMajor sponsor providing hotel accommodations as part of the bowl's hospitality offerings.
• Marriott (Renaissance Nashville Hotel)majorGTM or Marketing PartnerMajor sponsor providing hotel accommodations for bowl attendees and visiting teams.
• TriStar HealthcommunityGTM or Marketing PartnerCommunity sponsor of the Music City Bowl supporting local healthcare connections.
• AmazoncommunityGTM or Marketing PartnerCommunity sponsor, with Amazon also hosting the annual Voice of the Bowl competition.
• Tennessee TitanscoreStrategic or Co-development PartnerEvent partner providing Nissan Stadium as the venue for the Music City Bowl. The Titans are the NFL franchise based at Nissan Stadium.
• REED Public RelationscoreImplementation/ SI/ Consulting PartnerEvent partner handling all media requests, inquiries, press releases, and public relations for the Music City Bowl. Located at the Nashville Sports Council office.
• SYSCOcommunityGTM or Marketing PartnerEvent partner providing food service support for the bowl.
• Belmont University Department of Sport AdministrationcoreStrategic or Co-development PartnerAcademic partner that collaborated with Music City Bowl, Inc. in 2025 to develop an enhanced data-collection system for more precise economic impact measurement.
• Blue Delta Jean Co.communityGTM or Marketing PartnerCustom premium leather belt vendor that provides gifts for players at the Liberty Mutual Music City Bowl.
• SeatGeekcoreChannel Partner/ Reseller/ DistributorOfficial ticket provider for the Liberty Mutual Music City Bowl. Handles all ticket sales, mobile ticketing, and account management for game attendees.
• Southeastern Conference (SEC)coreStrategic or Co-development PartnerConference partner that provides teams for the annual SEC vs Big Ten matchup. The SEC is one of college football's Power Five conferences.
• Big Ten ConferencecoreStrategic or Co-development PartnerConference partner that provides teams for the annual SEC vs Big Ten matchup. The Big Ten is one of college football's Power Five conferences.
• Ole Red (Blake Shelton venue)communityChannel Partner/ Reseller/ DistributorNashville venue that hosts the annual Amazon Voice of the Bowl competition finale with live audience and judges.

Scale indicators9 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Valero Alamo Bowl: San Antonio-based non-CFP college football bowl with title sponsor, Big 12/SEC matchups, ESPN broadcast, and a strong destination tourism economic impact strategy — directly comparable to Music City Bowl's Nashville model.
• Pinstripe Bowl: New York-based non-CFP college football bowl played at Yankee Stadium. Comparable as an ESPN-broadcast destination bowl with corporate sponsorships and a single annual game operating model.
• Duke's Mayo Bowl: Charlotte-based non-CFP college football bowl (formerly Belk Bowl) with title sponsorship, ESPN broadcast, and ACC/SEC matchups. Comparable in scale and structure to Music City Bowl.
• Tony the Tiger Sun Bowl: El Paso-based non-CFP college football bowl game. Directly comparable as a destination-driven bowl with title sponsorship, ESPN broadcast, and tourism/economic impact positioning similar to Music City Bowl.
• TaxSlayer Gator Bowl: Long-standing non-CFP college football bowl game in Jacksonville. Similar conference-affiliated matchup model, corporate sponsorship tiers, ESPN broadcast partnership, and reliance on local stadium partnerships (EverBank Stadium).
• ReliaQuest Bowl: Formerly the Outback Bowl, a non-CFP college football bowl in Tampa. Comparable as an established SEC/Big Ten bowl with similar corporate title-sponsorship economics, ESPN broadcast, and tourism-driven impact strategy.
• Holiday Bowl: San Diego-based non-CFP college football bowl game with multi-tier sponsorship, ESPN broadcast, and reliance on destination tourism. Closely comparable structure to Music City Bowl's annual single-game model.
• Fenway Bowl: Boston-based college football bowl game at Fenway Park. Similar destination-driven model, ESPN broadcast, tiered sponsorship structure, and reliance on a partner venue (the Red Sox organization) for stadium access.
• Cheez-It Citrus Bowl: Operates the Citrus Bowl, an annual non-CFP college football bowl game in Orlando. Most direct comparable: similar SEC/Big Ten-adjacent matchup, ESPN broadcast, tiered sponsorship model, and destination tourism focus.

Broad incumbents

• ESPN Events: ESPN's owned-events division that operates and produces multiple college bowl games (including Birmingham, Myrtle Beach, and others). Comparable as a multi-property sports event operator with the same broadcast partner ecosystem that anchors Music City Bowl.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/musiccitybowl
• Instagraminstagram.com/musiccitybowl
• Xx.com/musiccitybowl
• LinkedInlinkedin.com/company/musiccitybowl

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 The Music City Bowl