Our Mission

Recognizing that San Diego is a premier tourist destination, the mission of the non-profit Sports San Diego is to generate tourism, visibility, and economic impact for the San Diego region by producing the Holiday Bowl and other outstanding events and experiences for visitors and local fans of all ages.

From the San Diego Bowl Game Association to Sports San Diego

Since 1978, the DIRECTV Holiday Bowl has played a significant economic role in the success of San Diego’s tourism industry. Since its inception in 1978, the San Diego Bowl Game Association has created an impact of more than $1 billion for the region.

On October 26 , 2023, Sports San Diego announced DIRECTV as the title sponsor of the DIRECTV Holiday Bowl.

In 2023, the San Diego Bowl Game Association rebranded as Sports San Diego to align with its expanded role, which includes producing the DIRECTV Holiday Bowl, Rady Children’s Invitational, and the California State Games, and serving as San Diego’s sports commission, enhancing its capacity to deliver exceptional sports events and experiences for visitors and local fans of all ages.

DIRECTV Holiday Bowl by the Numbers

900,000+ Number of San Diego hotel room nights generated since 1978

$1 Billion¬†Generated in economic benefit for the San Diego region since the Holiday Bowl’s inception in 1978

242 Number of Holiday Bowl and Poinsettia Bowl alums who are currently on NFL rosters

23 Number of Holiday Bowl games not decided until the final two minutes

19 Number of Holiday Bowl games decided by 7 points or less

2 Number of Heisman Trophy winners who have played in the Holiday Bowl

11 Number of times BYU has played in the Holiday Bowl

34 Number of members in the SDBGA Hall of Fame

65,416 Largest attendance in Holiday Bowl history