SCOTTSDALE, AZ (September 8, 2025) – To fully signify the comprehensive year-round community impact, elite college football postseason games and engaging live events and experiences it organizes, Fiesta Sports Foundation has refined its identity to be more representative of its holistic service to communities across the State of Arizona.
 
Since first introducing the brand pivot to Fiesta Sports Foundation from the Fiesta Bowl organization, the Foundation has taken numerous steps to expand its community impact, innovation, organizational development, promotional efforts and corporate and community partnerships. Backed by research and industry insights conducted by Noble Predictive Insights, these strategic moves further position the Foundation for growth within the changing landscape of college football and in serving Arizona communities.
 
This progression preserves the historic Fiesta Bowl brand as an iconic postseason game within the College Football Playoff, while connecting all events, programs and initiatives performed by the organization under a unified brand.
 
One of the key takeaways from the research was that when Arizonans learn about the community engagement and charitable work done by Fiesta Sports Foundation, positive perception of the Foundation jumped by 50%. Knowledge of the mission converts casual observers into advocates.
 
"Our Season Never Ends" is the Fiesta Sports Foundation's new mantra to reflect its enduring spirit, commitment to building year-round engagement and to honor the passion that extends far beyond gameday. In addition, a new anthem video was produced to showcase the breadth and depth of Fiesta Sports Foundation initiatives.
 
Below are some examples of the many initiatives undertaken as part of the Fiesta Sports Foundation brand evolution:

• Defining our mission, vision, core values and foundational tenets
  • Core values: Innovation, Excellence, Collaboration, Generosity, Service
  • Pillars of impact: Pioneering Spirit, Exciting Events and Experiences, Partnership Power, Unmatched Hospitality, Destination Arizona, Community Commitment
• Fortifying our organizational structure with new hires and roles and responsibilities that reflect current and future needs
  • New model to encourage and facilitate direct financial donations, similar to traditional nonprofit organizations, that will support, deepen and grow Fiesta Sports Foundation's own charitable giving initiatives
  • Addition of new staff positions including Chief Impact Officer, Chief Legal & Strategy Officer, Vice President of Marketing, Vice President of Events, Vice President of Industry Relations and Director of Revenue Intelligence
  • Creation of new departments, including Football Engagement and Volunteer Engagement
• Expanding our community impact
  • Deliver economic impact of $200+ million annually; $3.5 billion over last 15 years
  • Donate $35 million in charitable giving over the last 15 years; including nearly $10 million for Wishes for Teachers
  • Provide record $1.5 million in funding for Wishes for Teachers in 2025-26 in Arizona's largest direct teacher/classroom support program
  • Establish the AED Assistance Program that donates new AED equipment and training to schools across the state
  • Cement leadership position in girls flag football, including creation of Copper State Invitational high school flag football event for October 2025
• Elevating our promotion
  • Airport takeover during Bowl Season
  • Arizona Gov. Katie Hobbs proclaimed Kindness Arizona Week in March 2025, in conjunction with our work each March
  • Website redesign for a more modern user-friendly experience, including a new website link: FiestaSportsFoundation.org
  • Adding influencers with our shared vision, such as WWE's Big E (1 million+ social followers)
• Deepening our partnerships within communities across Arizona
  • Fiesta Bowl radio broadcast in Apache language – first-ever bowl to have the game available in that language
  • Partnership with CW7 to air Fiesta Bowl High School Showdown as weekly live broadcasts with Fiesta Sports Foundation commercials aired during those and ACC football broadcasts
  • Arizona Interscholastic Association alliance includes annual Fiesta Bowl All-State teams and introduction of Fiesta Bowl High School All-State Media Day in 2025 as part of annual Football Kickoff event, with 12 attending media outlets
  • Presenting partnership with Fairmont Scottsdale Princess for annual Football Kickoff event
  • BHHS Legacy Foundation, Blue Cross Blue Shield Arizona, SRP invest heavily in community engagement events

 
"At our core, the Fiesta Sports Foundation is driven by purpose, values and impact. These principles guide how we operate, how we show up and how we serve Arizona," said Fiesta Sports Foundation Board Chair Judy Bernas. "We live our vision of being the state's leading organization in creating unforgettable experiences through world-class sporting events, unparalleled hospitality and life-changing community impact. From programs and events to grants and partnerships, the Foundation continually goes above and beyond to strengthen communities throughout Arizona."
 
Honored as one of Arizona's 40 Most Admired Companies for 2025 by the AZ Business Magazine, Fiesta Sports Foundation utilized the research findings by Noble Predictive Insights to more intensely understand brand awareness and guide strategies for the Foundation to increase visibility and engagement within the community.
 
"To achieve our vision, we must build awareness through impactful storytelling and compelling live experiences that further Fiesta Sports Foundation's position as an organization that delivers year-round measurable community value," said Fiesta Sports Foundation Executive Director and CEO Erik Moses. "The takeaway is clear: our mission is the message – and when people understand it, they support us in deeper, more meaningful ways. When we say 'Our Season Never Ends,' it underscores the breadth and depth of our work, creating a direct community connection to our impact and an invitation for others to join us. We show up for Arizona every day, not just on game day!" 
 
Additional research by marketing and communications firm ANACHEL encompassed five strategic phases of quantitative and qualitative brand evaluation research with internal and external stakeholders: Anonymous Surveys, Data Curation and Market Research, Moderated Interviews, Messaging Review and Event Brand Evaluation. 
 
ABOUT FIESTA SPORTS FOUNDATION
Since its inception in 1971, the Fiesta Sports Foundation has been a world-class community organization that executes innovative experiences, drives economic growth and champions charitable causes, inspiring pride in all Arizonans during and outside of college football bowl season. As a nonprofit organization, it is driven by its vision to create unforgettable experiences through world-class sporting events, unparalleled hospitality and life-changing community impact. Through the Vrbo Fiesta Bowl, Rate Bowl and its year-round events, including the Vrbo Fiesta Bowl Parade presented by Lerner & Rowe, corporate partnerships and numerous community events throughout the year, the Foundation provides charitable resources to support Arizona nonprofit organizations that serve communities through a focus on youth, sports and education. Learn more at www.FiestaSportsFoundation.org and @Fiesta_Bowl on X/Instagram.