KNOXVILLE, Tenn. — Bush’s Beans announced a unique promotional campaign on Monday, December 15, 2025, launching a first of its kind ticket exchange for the upcoming Bush’s Boca Raton Bowl of Beans. The “In The Bowl” initiative allows the first 2,000 fans to secure entry to the game by exchanging a single can of Bush’s Beans for a ticket.
The campaign is part of the brand’s inaugural title sponsorship of the bowl game, which will take place on Tuesday, December 23, 2025, at Florida Atlantic University’s Flagler Credit Union Stadium. The matchup features the Toledo Rockets against the Louisville Cardinals and will be broadcast live on ESPN.
Stephen Palacios, Senior Vice President of Marketing for Bush’s Beans, stated in the press release:
“Our bean obsession knows no bounds—that’s why we’re on a mission to turn the stadium into the biggest bowl of beans the world has seen. Whether you’re watching from the stadium stands or a living room, we can’t wait to bring the best parts of our bean loving community to make history with the biggest bowl of beans you’ve ever seen.”
A “Bean-Tastic” Stadium Takeover
To support the sponsorship, Bush’s is transforming the stadium experience with several immersive activations:
- The Canper: A giant RV shaped like a Bush’s Beans can will be on site for photo opportunities.
- Pregame Bean Bash: Fans can participate in a “cannonball” into a replica stadium ball pit filled with beans.
- Captain Keegan: Actor Keegan-Michael Key has been tapped to “captain the audacious quest” and will likely be involved in game day antics.
The stadium itself will be wrapped in “bean print glory,” including a tunnel for the players to run through.
Why It Matters
For the sports marketing and CPG industries, this sponsorship represents a shift toward “absurdist” or “meme friendly” activations. By literally renaming the event the “Bowl of Beans” and accepting canned goods as currency, Bush’s is leaning into the internet culture that often surrounds smaller college bowl games (similar to the viral Duke’s Mayo Bowl or Pop Tarts Bowl).
For retailers, this campaign drives immediate product purchase. The “can for a ticket” mechanic creates a direct link between the grocery aisle and the stadium turnstile. It also provides a charitable angle, as canned food drives are common during the holidays, though the primary focus here is brand engagement and viral visibility.
FAQs
How can I get a ticket with a can of beans?
The first 2,000 fans who bring a can of Bush’s Beans to the ticket exchange point at the stadium can swap it for a game ticket.
When is the Bush’s Boca Raton Bowl of Beans?
The game is scheduled for Tuesday, December 23, 2025, at 2:00 PM ET.
Who is playing in the game?
The Toledo Rockets (MAC) will face the Louisville Cardinals (ACC).
About Source86
Source86 connects the CPG news of the day to actionable supply chain solutions. Whether you are a retailer looking for a private label manufacturer or a brand seeking a reliable importer, our network covers the entire product lifecycle. We handle everything from R&D to retail ready distribution.
If your brand needs to source bulk canned legumes or coordinate a large scale promotional giveaway, Source86 provides the bulk and wholesale connections you need. We specialize in matching businesses with the right co packer or supplier. This ensures you never miss a sales opportunity. Visit Source86.com to learn more.
