The Fiesta Sports Foundation is emphasizing its impact on the community beyond the peak of the college football season with a new mantra: “Our season never ends.”
The rebranding of the organization that puts on the Fiesta Bowl and Rate Bowl highlights its year-round live events and charity work.
“To achieve our vision, we must build awareness through impactful storytelling and compelling live experiences that further Fiesta Sports Foundation’s position as an organization that delivers year-round, measurable community value,” Fiesta Sports Foundation executive director and CEO Erik Moses said in a release.
“The takeaway is clear: Our mission is the message – and when people understand it, they support us in deeper, more meaningful ways. When we say ‘Our Season Never Ends,’ it underscores the breadth and depth of our work, creating a direct community connection to our impact and an invitation for others to join us. We show up for Arizona every day, not just on game day!”
#OurSeasonNeverEnds 🏈🌵🫶 pic.twitter.com/JTMHrG8enZ
— Fiesta Sports Foundation (@Fiesta_Bowl) September 8, 2025
The Fiesta Sports Foundation brand evolution has focused on defining core values of “innovation, excellence, collaboration, generosity and service,” the organization said of its rebrand.
Regarding the last two values, the organization has donated $35 million to charity over the last 15 years, nearly a third of which has gone to Wishes For Teachers, which at $1.5 million donated for the 2025-26 school year, is the state’s “largest direct” classroom support program, according to the foundation.
It has donated AED equipment with training to schools across the state and pushed the growth of girls flag football at the high school level.
The foundation partnered with CW7 to air local high school games and with the Arizona Interscholastic Association to recognize both boys and girls All-State football teams.
“At our core, the Fiesta Sports Foundation is driven by purpose, values and impact,” Fiesta Sports Foundation board chair Judy Bernas said in a release. “These principles guide how we operate, how we show up and how we serve Arizona.
“We live our vision of being the state’s leading organization in creating unforgettable experiences through world-class sporting events, unparalleled hospitality and life-changing community impact. From programs and events to grants and partnerships, the Foundation continually goes above and beyond to strengthen communities throughout Arizona.”
