The annual collegiate athletic competition held in the western Texas city is a post-season American football game. This event features teams from different university conferences, providing a culminating contest to their regular season schedules, generally in late December or early January.
The sporting event serves as a significant economic driver for the host city, attracting tourism and generating revenue for local businesses. It also provides national exposure, enhancing the city’s reputation and visibility. Its history showcases evolving traditions and partnerships with various sponsors, adding to its cultural significance within the realm of college football.