Dec 07, 2025

TRUST & WILL IS NEW TITLE SPONSOR OF HOLIDAY BOWL

San Diego, CA (December 7, 2025) — Trust & Will, the leader in online estate planning, is the new title sponsor of the Holiday Bowl, which will now officially be called the Trust & Will Holiday Bowl. The announcement was made this morning at Snapdragon Stadium.

“We are truly excited and proud to announce this partnership with Trust & Will,” said Mark Neville, CEO of Sports San Diego, the non-profit organization that produces the annual Trust & Will Holiday Bowl game. “Trust & Will is a respected industry leader and an incredible brand. We look forward to working closely with their team and presenting yet another amazing San Diego bowl experience for visiting and local fans alike. We can’t wait for January 2.”

The 46th annual Trust & Will Holiday Bowl kicks off at 5 p.m. PT on Friday, January 2 at Snapdragon Stadium. The game will feature top teams from the Pac-12 and ACC and will be televised on FOX.

“Trust & Will started in San Diego, and our partnership with the Holiday Bowl is especially meaningful to us,” said Cody Barbo, Co-founder and CEO of Trust & Will. “The Holiday Bowl has been a longtime tradition for families across the region, and we’re proud to support an event that brings people together and celebrates what makes this community special. We’re excited to team up with Sports San Diego and be part of the energy, pride, and legacy that the Holiday Bowl represents.”

In addition to the Trust & Will Holiday Bowl, Sports San Diego also owns and operates the Rady Children’s Invitational and the California State Games and serves as San Diego’s regional sports commission. Trust & Will receives benefits across each of Sports San Diego’s platforms.

About Trust & Will

Founded in 2017, Trust & Will is the leading digital estate planning platform in the U.S., trusted by over one million individuals and families. Our simple, secure, and attorney-approved online solutions empower Americans to create wills, trusts, healthcare directives, and other essential estate planning documents tailored to state-specific laws. As a certified B Corporation and Public Benefit Corporation (PBC), our mission to help every family leave a meaningful legacy is embedded into our business model, ensuring estate planning is accessible, affordable, and inclusive for all.

In 2025, we introduced EstateOS™, the first intelligent platform built to modernize legacy planning and preservation. EstateOS powers connected estate plans for families and offers AI-enabled workflows, document extraction, and client collaboration designed specifically for professionals.

Today, our platform supports 20,000+ financial advisors and 200+ enterprise partners, including banks, financial institutions, attorneys, nonprofits, real estate agents, and technology platforms. Notable partners include AARP, Fifth Third Bank, UBS, USAA, LPL Financial, and Northwestern Mutual. By enabling diverse professionals and organizations to integrate digital estate planning into their services, we’re broadening estate planning access and fostering proactive, multi-generational financial conversations.

With more than one million users and over $200 billion in self-reported estate assets, Trust & Will is redefining estate planning as a strategic pillar of modern financial wellness. Recognized for innovation and leadership, we have earned spots on the CNBC Disruptor 50, Inc. 5000, and Deloitte Technology Fast 500™ lists.

Learn more at trustandwill.com or about our commitment as a certified B Corp.

About Sports San Diego

Recognizing that San Diego is a premier tourist destination, the mission of Sports San Diego, a non-profit 501c3 organization, is to generate tourism, visibility, and economic impact for the San Diego region by producing the Trust & Will Holiday Bowl, Rady Children’s Invitational, California State Games and recruiting outstanding sports events and experiences to San Diego.  Since 1978, the association has generated more than $1 billion in economic benefit for the San Diego region.

For information and tickets, visit www.HolidayBowl.com.