On the latest Sporticast episode, hosts Scott Soshnick and Eben Novy-Williams speak with Steve Hogan, CEO of Florida Citrus Sports, about the economics of modern college football bowl games.
Florida Citrus Sports operates two bowl games—the Pop-Tarts Bowl and the Cheez-It Citrus Bowl. While the latter is the most established, the former has gotten more attention in the last year. That’s because of a viral post-game stunt in which the human mascot turned into a massive toaster pastry, which was then consumed by the winning team. It caught fire in internet circles for its blend of implicit humor and sheer absurdity.
They talk about how the moment impacted the business of the bowl game. Pop-Tarts had a one-year sponsorship deal, but also a pre-priced option to extend for two more, which Kellanova promptly exercised. They talk about other crazy ideas that Hogan has heard from sponsors, and also about how to walk the thin line between creative marketing and desperate gimmick. He gives an example from last year’s Pop-Tarts Bowl in which he wondered if they were getting too close to that line.
Next they talk about the economics of Florida Citrus Sports. The group has the two bowl games, but also handles soccer tours, other college football invitationals and has operating rights to Camping World Stadium in Orlando. He lays out where the money comes from and where it goes, including local philanthropic efforts. He also gives his wish-list for dream events to lure to the venue.
Lastly they discuss a few major changes in college sports. The opening of the transfer portal before bowl games has led to a lot of players skipping their postseasons. Hogan gives his thoughts on a rule change that is likely in the pipeline, and how it might further affect his games. He also talks about the various ways in which the expanded 12-team College Football Playoff has impacted the commercial opportunities for games that are not part of the CFP.
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