(NewsNation) — Nearly 50 college football bowl games will be played in the next several weeks, culminating with the crowning of a new national champion following the 12-game playoff.
But as the number of games grows, so do the marketing and gimmicks built into bowl season in an ever-changing landscape.
The Pop-Tarts Bowl in Orlando is among the most gimmick-driven games, featuring a Pop-Tart mascot that descends into a giant toaster before popping out with an edible version of the breakfast treat for the winning team. This year, the winning team will also claim a 77-pound trophy that doubles as a fully functioning toaster.
The Duke’s Mayo Bowl, which is played in Charlotte, North Carolina, features a post-game tradition of the winning coach being doused in mayonnaise.
The slate of games also includes celebrity endorsements from people like Snoop Dogg, who has put his name behind an Arizona bowl game that promotes his line of alcohol.
But as the gimmicks grow, the number of players participating in the games is dropping, Marshall University was forced to withdraw from the Independence Bowl after 25 players entered the transfer portal. That left the Thundering Hurd short of the number of players needed to field a team.
Bowl executives told CBS Sports that “everything is on the table” to keep players from opting out of bowl games, including adding clauses to Name, Image and Likeness (NIL) contracts that would force players to participate. Other options include paying players to remain with their team rather than leaving to prepare for the NFL Draft or just paying them to play.