The Evolution of the Pop-Tarts Bowl: A Delicious Sporting Tradition

The Pop-Tarts Bowl is redefining the intersection of sports entertainment and fan engagement in a uniquely sweet way. While it may not determine college football’s ultimate champion, this beloved bowl game has carved out its own niche as “The People’s National Championship,” bringing together sports enthusiasts and pastry lovers for a one-of-a-kind experience. The 2025 edition will feature Georgia Tech facing off against BYU on December 27 in Orlando, with kickoff scheduled for 3:30 p.m. EST on ABC. What makes this matchup particularly special, however, goes well beyond the teams on the field – it’s the integration of fan participation into one of the bowl’s most iconic traditions.

For the first time in Pop-Tarts Bowl history, fans will directly influence the game’s most anticipated moment through an interactive voting system. Pop-Tarts recently announced that viewers will decide which team of edible mascots – Team Sprinkles or Team Swirls – will face the ultimate sacrifice after the final whistle. As Leslie Serro, Vice President of Marketing for Pop-Tarts, explained, “Pop-Tarts fans are passionate about their favorite flavors, so this year, we’re giving them the power to decide which Edible Mascot team will be sacrificed and eaten by the winning team.” This innovative approach transforms passive spectators into active participants, strengthening the connection between the brand, the sporting event, and its audience. The voting mechanism is elegantly simple: fans can text either “SPRINKLES” or “SWIRLS” to 21523 once the game begins, with both in-stadium attendees and at-home viewers able to cast their votes.

The culmination of this fan-driven decision comes at the game’s conclusion, when the victorious team will celebrate by consuming the edible mascot chosen for sacrifice. This playful ritual has become a signature moment of the Pop-Tarts Bowl, transforming what could be an ordinary post-game celebration into a memorable spectacle that resonates with viewers long after the game ends. The blend of competition, celebration, and whimsy creates a distinctive experience that separates this bowl game from the dozens of other postseason matchups in college football. By putting the decision in fans’ hands, Pop-Tarts is deepening engagement while acknowledging the passionate opinions many have about their favorite breakfast pastry varieties – turning flavor preferences into a form of team allegiance.

To further commemorate this fan-focused evolution, Pop-Tarts is releasing a limited-edition Team Sprinkles vs. Team Swirls Tailgate Pack. This collector-style box includes full-sized packages of all six Pop-Tart flavors featured as edible mascots, allowing fans to recreate the game’s signature moment in their own homes. The flavors represent a diverse array of Pop-Tarts offerings, including Protein Slammin’ Strawberry, Frosted Cherry, Frosted Cookies & Crème, Frosted Chocolate Chip Cookie Dough, Frosted Wild Berry, and Frosted Hot Fudge Sundae. Rather than making this special package widely available in stores, the company is adding an element of exclusivity by offering it through a social media contest. Fans can enter to win through the brand’s Instagram account (@PopTartsUS) between December 18 and December 21, creating another opportunity for engagement beyond the game itself and transforming product sampling into a coveted prize.

The immersive experience extends well beyond the novelty of edible mascots and voting systems. Pop-Tarts is creating a comprehensive environment designed to surround fans with “crazy good” energy throughout the entire event. For those attending in person, the Pop-Tarts Bowl Fan Fest outside Camping World Stadium will provide pre-game entertainment and branded experiences that set the tone before kickoff. Meanwhile, viewers at home won’t miss out on the fun, thanks to a dedicated Mascot Cam livestream that offers behind-the-scenes glimpses of sideline antics throughout the game. This multi-platform approach ensures that the Pop-Tarts Bowl experience reaches fans regardless of where they’re watching, creating a shared cultural moment that transcends geographic limitations.

What makes the Pop-Tarts Bowl particularly fascinating is how it represents the evolving landscape of sports sponsorship and entertainment. Rather than simply attaching a brand name to an existing event, Pop-Tarts has thoroughly integrated its product identity into the very fabric of the bowl game experience. The sacrifice of the edible mascot has become a tradition that fans anticipate, discuss, and now influence. By making the mascot’s flavor profile the subject of fan voting, Pop-Tarts has cleverly turned product attributes into central elements of the sporting narrative. This approach transforms what could be passive brand exposure into active engagement with the product’s core characteristics. As college football’s postseason landscape continues to evolve with the expanded playoff format, bowl games like this one demonstrate how creativity and fan engagement can help traditional events remain culturally relevant and distinctively memorable even outside the championship structure. The Pop-Tarts Bowl has found its sweet spot at the intersection of competitive sport, brand integration, and participatory entertainment.