Fiesta Sports Foundation

What Fiesta Sports Foundation does

Fiesta Sports Foundation is a 501(c)(3) nonprofit organization founded in 1971 and headquartered in Scottsdale, Arizona, that operates two major college football bowl games and a portfolio of related events. Its flagship products are the Vrbo Fiesta Bowl — a College Football Playoff bowl game hosted at State Farm Stadium in Glendale, Arizona, upgraded to a 2026-27 CFP Quarterfinal — and the Cactus Bowl (titled by Rate). Around these games the foundation operates a layered event calendar including the UMB Bank Football Kickoff, PNC Par 3 Challenge, Fiesta Bowl Flag Football Classic, Vrbo Fiesta Bowl Parade, Fan Fest, Club '71, and multiple youth football clinics and high school invitationals (including the Copper State Invitational and Legacy Youth Football Clinic). The portfolio is completed by the Ellie & Michael Ziegler Fiesta Bowl Museum and community programs such as Wishes for Teachers, Empowering Diversity Scholarship, Kindness Arizona, and Community Champions.

The foundation serves three primary stakeholder groups: college football fans and ticket buyers, corporate sponsors and partners (title sponsors Vrbo and Rate, presenting sponsors UMB Bank, PNC, Fairmont Scottsdale Princess, Lerner & Rowe, Oakley, Chapman Automotive, and a deep secondary sponsor ecosystem), and the Arizona community benefiting from charitable grants and youth sports programming. Revenue is generated through four streams: ticket sales and premium hospitality (primary and secondary via SeatGeek and direct channels), corporate sponsorships and title-rights payments, charitable donations and grants, and licensing of the Fiesta Bowl and Cactus Bowl trademarks. SeatGeek is the official ticketing partner, ESPN is the broadcast partner, and the College Football Playoff governs the governing body relationship for the flagship game.

The organization is led by Executive Director and CEO Erik A. Moses and is governed by a Board of Directors (Chair: Judy Bernas), with a C-suite including a Chief Financial Officer, Chief Impact Officer, and Chief Legal & Strategy Officer. It runs an extensive volunteer ecosystem (Yellow Jacket Committee, Ambassadors, Life Members, Life Directors) and a Seasonal Associate Program for talent development. The foundation is privately held, has no parent company, no venture capital backing, and operates as a charitable nonprofit with a 2025 staff headcount of 121.

Name

Fiesta Sports Foundation

Legal name

Fiesta Sports Foundation

Website

https://fiestasportsfoundation.org

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

101–250 employees

Short description

Fiesta Sports Foundation is a 501(c)(3) nonprofit founded in 1971 in Scottsdale, Arizona, that operates the Vrbo Fiesta Bowl, the Cactus Bowl, and a year-round portfolio of college football and community events serving fans, corporate sponsors, and Arizona communities.

Ownership category

akta.pro rank

Product category

Sports Events / Nonprofit Event Management

NAICS

Spectator Sports (71121), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industries

National Collegiate Governing Bodies (e.g., NCAA/NAIA/NJCAA/USCAA) (MPAKACAC), Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA)

Keywords

• College football bowl games
• Nonprofit sports events
• Community impact programs
• Corporate sports sponsorships
• Game day hospitality

Headquarters

HQ city

Scottsdale

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, Others

Revenue model

1. Ticket Sales and Operations: Revenue generated from ticket sales for the Vrbo Fiesta Bowl, Cactus Bowl, and other events including premium seating and hospitality experiences sold through SeatGeek and direct channels.
2. Corporate Sponsorships: Revenue from corporate partners including title sponsors (Vrbo, Rate), hospitality partners, and various brand partnerships across the organization.
3. Charitable Donations and Grants: The nonprofit generates funds through donations, grant programs (Wishes for Teachers, Empowering Diversity Scholarship), and community impact initiatives.
4. Licensing and Trademark Usage: Revenue from licensing Fiesta Bowl and Cactus Bowl marks and logos to third parties. Applications processed with approximately 15-day turnaround.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Fiesta Sports Foundation is a 501(c)(3) nonprofit that produces and operates college football bowl games and ancillary events, primarily the Vrbo Fiesta Bowl and the Cactus Bowl (Rate Bowl) at State Farm Stadium in Glendale, Arizona. It also conducts supporting events such as the Football Kickoff, Par 3 Challenge, Flag Football Classic, Parade, and Fan Fest, along with community programs including youth football clinics, the Wishes for Teachers grant program, Empowering Diversity Scholarship, and Kindness Arizona. Revenue is generated through ticket sales, premium hospitality, corporate sponsorships, donations, and trademark licensing.

Product overview

Fiesta Sports Foundation operates as a nonprofit organization that manages a portfolio of college football bowl games and community events. The core products are the Vrbo Fiesta Bowl (College Football Playoff quarterfinal/semifinal game) and Cactus Bowl, which are major sporting events hosted at State Farm Stadium in Glendale, Arizona. These flagship bowl games are complemented by additional football events including the Football Kickoff presented by Fairmont Scottsdale Princess, the Par 3 Challenge golf event, Flag Football Classic, and parade and fan fest pregame activities. Beyond football events, the foundation operates community programs including youth football clinics, the Wishes for Teachers grant program, Empowering Diversity Scholarship, and Kindness Arizona initiative. The organization also manages the Ellie & Michael Ziegler Fiesta Bowl Museum and offers premium hospitality services, legacy membership, and a seasonal associate professional development program. The product portfolio functions as a platform of interconnected event experiences and community outreach initiatives united by the foundation's mission to serve as an economic driver for Arizona while providing charitable resources.

Differentiator

Problem solved

Functional benefit

Brands

• Fiesta Legacy Membership: Premium membership program for the Fiesta Bowl.
• Club '71
• Fan Fest

Products and services

• Vrbo Fiesta Bowl The premier College Football Playoff bowl game hosted annually at State Farm Stadium in Glendale, Arizona, serving as a major economic driver for the region and a signature event in college football.
• Cactus Bowl (Rate Bowl) College football bowl game providing additional collegiate football content and community engagement, featuring teams from major conferences.
• UMB Bank Fiesta Sports Foundation Football Kickoff presented by Fairmont Scottsdale Princess Season-opening college football event featuring high-profile matchups, held annually to kick off the college football season.
• PNC Fiesta Sports Foundation Par 3 Challenge presented by Chapman Automotive Golf tournament event featuring football coaches and personalities competing on a par-3 course, combining sports entertainment with charitable fundraising.
• Vrbo Fiesta Bowl Parade presented by Lerner & Rowe Annual parade event celebrating college football and the local community, featuring floats, marching bands, and community participants.
• Vrbo Fiesta Bowl Fan Fest Pregame Party Pre-game celebration event offering fans entertainment, food, activities, and fan experiences before the main bowl game.
• Club '71 Pregame Party Premium pregame party and hospitality experience for attendees seeking enhanced game-day amenities.
• Premium Tickets & Hospitality Premium seating, hospitality suites, and VIP experiences for bowl games and events.
• Fiesta Legacy Membership Membership program offering exclusive benefits, priority access, and involvement in Fiesta Sports Foundation events and initiatives.
• Fiesta Bowl Flag Football Classic presented by Oakley Flag football tournament event featuring competitive play and community participation.
• Arizona Milk Producers Fiesta Sports Foundation Youth Football Clinic Community program providing youth with football instruction and engagement opportunities, fostering interest in the sport at grassroots level.
• Wishes for Teachers Program Grant program allowing the public to nominate teachers for funding to support classroom projects and educational initiatives.
• Empowering Diversity Scholarship Scholarship program supporting diversity in higher education and community leadership.
• Kindness Arizona Community kindness initiative promoting charitable activities and community service across Arizona.
• Ellie & Michael Ziegler Fiesta Bowl Museum Museum facility preserving the history and artifacts of the Fiesta Bowl and college football in Arizona.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

25 partnerships are on record, tiered core, flagship and minor.

• UMB BankcoreGTM or Marketing PartnerPresenting sponsor of the UMB Bank Fiesta Sports Foundation Football Kickoff event.
• Lerner & RowecoreGTM or Marketing PartnerPresenting sponsor of the Vrbo Fiesta Bowl Parade and partner for various events.
• Chapman AutomotivecoreGTM or Marketing PartnerPresenting sponsor of the PNC Fiesta Sports Foundation Par 3 Challenge.
• Fairmont Scottsdale PrincesscoreGTM or Marketing PartnerHost venue and partner for the Football Kickoff event presented by Fairmont Scottsdale Princess.
• OakleycoreGTM or Marketing PartnerPresenting sponsor of the Fiesta Bowl Flag Football Classic.
• City of ScottsdalecoreGTM or Marketing PartnerOfficial city partner supporting foundation events and operations in Scottsdale, Arizona.
• Experience ScottsdalecoreGTM or Marketing PartnerOfficial destination marketing partner for tourism and visitor engagement.
• City of GlendalecoreGTM or Marketing PartnerOfficial city partner for events held in Glendale, Arizona including State Farm Stadium.
• SeatGeekflagshipChannel Partner/ Reseller/ DistributorOfficial ticketing platform for all Fiesta Sports Foundation events providing primary and secondary ticket sales.
• Salt River Project (SRP)coreGTM or Marketing PartnerUtility partner and sponsor supporting foundation operations and community programs.
• Blue Cross Blue Shield of ArizonacoreGTM or Marketing PartnerHealthcare partner and sponsor for bowl game and community events.
• Arizona CardinalscoreGTM or Marketing PartnerLocal NFL team partnership for cross-promotional opportunities and community engagement.
• NikecoreGTM or Marketing PartnerOfficial athletic apparel and equipment partner for foundation events.
• College Football PlayoffflagshipStrategic or Co-development PartnerPartnership with CFP for hosting College Football Playoff semifinal games at the Vrbo Fiesta Bowl.
• ESPNflagshipGTM or Marketing PartnerBroadcast and media partner for bowl game coverage and event promotion.
• LearfieldcoreChannel Partner/ Reseller/ DistributorMultimedia rights and sponsorship partner for collegiate sports partnerships.
• Taco BellcoreGTM or Marketing PartnerStudent section sponsorship partner for collegiate sports engagement.
• Grand Canyon UniversityminorGTM or Marketing PartnerHigher education partner for community engagement and student involvement.
• Arizona Milk ProducersminorGTM or Marketing PartnerLocal agriculture partner sponsoring youth football clinic and community events.
• Desert Diamond CasinoscoreGTM or Marketing PartnerGaming and hospitality partner for event sponsorship.
• Wild Horse PassminorGTM or Marketing PartnerHospitality and resort partner for event accommodations.
• Donate Life ArizonaminorGTM or Marketing PartnerNonprofit partner for organ donation awareness campaigns.
• Vet TixminorGTM or Marketing PartnerVeteran services partner providing ticket donations to military personnel.
• CFP FoundationcoreGTM or Marketing PartnerCollege Football Playoff Foundation partner for community and education initiatives.
• Revel XPcoreChannel Partner/ Reseller/ DistributorHospitality experience provider for premium fan experiences at events.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Peach Bowl, Inc. Peach Bowl, Inc. operates the Chick-fil-A Peach Bowl, a CFP/New Year's Six bowl game run by a nonprofit with corporate sponsorship, hospitality programs, and community engagement initiatives comparable to Fiesta Sports Foundation.
• Sugar Bowl (Greater New Orleans Sports Foundation): The Sugar Bowl Committee operates the Allstate Sugar Bowl as a CFP-eligible bowl game, organized by a nonprofit committee with title sponsorship, premium hospitality, and community foundation activities — directly mirroring the Fiesta Sports Foundation model.
• Orange Bowl Committee: The Orange Bowl Committee operates the Capital One Orange Bowl, another New Year's Six/CFP bowl game run by a nonprofit committee structure with corporate sponsorship, hospitality revenue, and community impact programs in the same category as Fiesta Sports Foundation.
• Rose Bowl Game (Pasadena Tournament of Roses): The Tournament of Roses Association operates the Rose Bowl Game, the most historic college football bowl game and CFP participant. Directly comparable as a nonprofit foundation running a CFP-eligible bowl game with title sponsorship, volunteer infrastructure, and community programming.
• Cotton Bowl Athletic Association: The Cotton Bowl Athletic Association operates the Goodyear Cotton Bowl Classic, a CFP-eligible bowl game with comparable title sponsorship, nonprofit governance, and event portfolio expansion strategy.
• Sun Bowl Association: The Sun Bowl Association operates the Tony the Tiger Sun Bowl in El Paso, another long-running nonprofit-operated college football bowl game with title sponsorship and community programs, comparable in operational scale and structure.

Others

• Populous: Populous is a sports architecture and venue design firm that is already a technology/integration partner of Fiesta Sports Foundation. It is an ecosystem participant that supports venue planning and stadium operations for major bowl events.
• Learfield: Learfield is a collegiate multimedia-rights and sponsorship partner that is already a channel partner of Fiesta Sports Foundation. It is comparable as an adjacent industry enabler that monetizes sponsorship inventory across college sports properties.

Broad incumbents

• College Football Playoff: The College Football Playoff is the governing body that selects and contracts with the Fiesta Bowl as a host site for playoff games. It is both a strategic partner and the broader industry organizer that defines the bowl's role in the college football ecosystem.
• NCAA: The NCAA is the national governing body for collegiate athletics that sanctions the bowl games and feeds participating teams into the postseason. It sets the broader rules of the ecosystem in which Fiesta Sports Foundation operates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLVKDPSUy74UuuYRe_egcEihoazQESoaPw
• Facebookfacebook.com/fiestabowl
• LinkedInlinkedin.com/company/fiestasportsfoundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Fiesta Sports Foundation