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 37 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 $170 Million to universities. The bowls Charitable Giving Initiative was started in 2016 and has donated millions of dollars to more than 160 area charities.