Sheraton Hotels & Resorts has returned as Hawai‘i Bowl's title sponsor, rekindling the sponsorship it had with the bowl from 2003 to 2013.
The three-year deal between Sheraton and the Hawai‘i Bowl was announced during a press conference at the Royal Hawaiian Resort on Thursday afternoon.
The Hawai‘i Bowl, which is owned and operated by ESPN Events, takes place around Christmas Eve and at the University of Hawai‘i's home football field. Date and kickoff time for the 2025 game will be announced at a later date.
Hawai‘i Bowl executive director Daryl Garvin, ESPN Events vice president Clint Overby, Kyo-ya Management Company senior vice president Michael Takayama and Emilio Gomez, complex sales leader for Marriott’s Waikīkī Collection, fielded questions during Thursday's press conference and breifly met with Honolulu Mayor Rick Blangiardi following the event.
Thursday's announcement breathed new life into the Hawai‘i Bowl after concerns towards the game's future were been raised due to the ever-changing landscape of collegiate athletics.
"Bowl games are incredibly important from a programming standpoint, but also very important from a from a reward standpoint," Overby said on Thursday. "In the sport of college football right now, bowl games serve as a valuable opportunity for student-athletes, coaches and families to have a reward opportunity in the year. Certainly, title sponsorships and local support is a big part of that. And with the help of our friends here, we know that helps ensure that for the future. It's definitely a positive, and we look forward to many more years."
A large reason that the Hawai‘i Bowl was created in 2002 was because the University of Hawai‘i football team had a successful 9-3 campaign in 2001 but did not have a bowl game to go to.
The Rainbow Warriors have not played in the Hawai‘i Bowl since 2019, prevailing over BYU 38-34 at Aloha Stadium. Although UH qualified for the 2021 Hawai‘i Bowl and were set to take on Memphis, the 'Bows withdrew prior to the game because of a Covid-19 outbreak within the team.
Blangiardi, a former University of Hawai‘i football player and assistant coach, understands how valuable having UH participate in the game would be.
"I would love to see UH in it," Blangiardi said. "We've had some struggles. The team has played hard. It's gotten better each year. We're big fans of Timmy (Chang), we want UH football to succeed. We all know the cloud of uncertainty because of what happened with the stadium and all the obstacles that represents to overcome for a Division I football program.
"This game is within reach. It would be great to see in (Chang's) fourth year to make it to the Hawai‘i Bowl. I can promise you I'll be there from the opening game all the way through the whole season, cheering for that team to get here."
In 2022, the Hawai‘i Bowl returned, with 6,605 tickets issued at the Clarence T.C. Ching Athletics Complex, as Middle Tennessee defeated San Diego State 25-23. In the 2023 game, Coastal Carolina defeated San Jose State 24-14 as 7,089 tickers were sold. In the 2024 game, 6,720 tickets were issued as South Florida defeated San Jose State 41-39 in five overtimes.
"We're intrinsically linked to UH, and it's long term football aspiration," Overby said. "So, as much as they can get bowl eligible and create additional buzz for the game, it's very helpful."
In 2025, teams from the Mountain West Conference and American Athletic Conference will be the two conference affiliates for the game. After that, the Hawai‘i Bowl will negotiate with different conferences for an affiliate opposite the Mountain West, of which UH is a member.
Christian Shimabuku can be reached at christian@alohastatedaily.com.
