About Us
The Sports San Diego Story
Photo: David Frerker
The Organization Behind the Bowl
Sports San Diego is a nonprofit 501(c)(3) with a mission is to ignite tourism and fuel economic growth by:
- bringing world-class sporting events to San Diego
- producing extraordinary experiences for fans, athletes, and the community
- unifying and elevating all sports across the region to foster a vibrant, inclusive sports culture, enhancing San Diego’s reputation and opportunities
San Diego has been a pioneer in sports tourism since 1960, when it became one of the first cities in the country to establish a dedicated sports commission—the Greater San Diego Sports Association—focused on attracting events that drive economic impact. Sports commissions fuel local economies by landing events big and small, from youth tournaments all the way up to the Super Bowl.
That vision led to the launch of the Holiday Bowl in 1978, created specifically to boost tourism during the final week of the year. The game operated under the Association’s 501(c)(3) structure until 1994, when it launched as an independent 501(c)(3) as the San Diego Bowl Game Association. In addition to the Holiday Bowl, the San Diego Bowl Game Association owned and operated the Poinsettia Bowl from 2005-2016.
In 2021, regional partners, including the San Diego Bowl Game Association, San Diego Tourism Authority, and San Diego Tourism Marketing District, came together to reunite the Holiday Bowl and the sports commission, restoring a unified approach to sports tourism and economic growth.
In 2023, the San Diego Bowl Game Association rebranded as Sports San Diego to reflect the organization’s expanded role, which includes producing the Holiday Bowl, Rady Children’s Invitational, the National University Bill Walton Classic, and the California State Games and serving as San Diego’s sports commission. This evolution reflected Sports San Diego’s growing ability to deliver standout sports events and memorable experiences for visitors and local fans of all ages. Now, Sports San Diego is thrilled to bring back an iconic San Diego college football tradition: the Poinsettia Bowl.