The Bowl is a college football game matching teams from the SEC and Big Ten/ACC Conferences. It is a culmination of a weeklong schedule of events throughout the Tampa Bay area. It has hosted games typically on New Year's Day for 36 years. Over it's history the bowl has generated a $1.1 Billion economic impact for the region plus millions each year in national and international exposure for the area. It has also distributed over $164 Million to universities. The bowls Charitable Giving Initiative was started in 2016 and has donated over $3 million to more than 140 area charities.