Bowl season is the best.
College football season comes to a close with the College Football Playoff and a flurry of zany, irreverent bowl games. When they say this is the “most wonderful time of the year,” they are talking about bowl season. I personally look forward to all of the weird games every single year… even with all of the players opting out.
One that I’m all of the sudden paying a lot of attention to is the Trust & Will Holiday Bowl. An estate planning company really sponsored a bowl game? Yep, and though it might be weird, they are going all in on their Holiday Bowl.
And one way they are putting their stamp on the bowl season is by hosting a football throwing contest with money on the line. Pretty normal right? The only catch is that contestants will be trying to toss the pigskin into… a casket.
That means that contestants at the Trust & Will Holiday Bowl can win inheritance while also being reminded of their own mortality. Name another bowl game that encourages you to get your things in order. Go ahead, I’ll wait.
Trust & Will are leaning all the way into the morbidity:
“Many people have been asking us, ‘Will there be an opportunity at the Trust & Will Holiday Bowl to win money by throwing a football into a casket?’ The answer, surprisingly, is ‘Yes.'”
Morbid yet magical. That’s what bowl season is all about.
I sure hope that when I tune in, I see a contestant celebrating that they successfully threw a football into a casket. Heck, that might even replace the “right into the breadbasket” saying. Now announcers will be saying, “That quarterback just dropped that football right into the receiver’s casket!”
Yeah, on second thought, that’s not going to catch on. But the Trust & Will bowl just might, because football fans on social media are getting excited about the bowl game’s death-adjacent theatrics:
college football, it just means more
— Dak (@Cinemaniiac) December 24, 2025
Attempting to recapture the viral sponsor tie-in of the Pop-Tarts Bowl, Trust & Will, who has taken over from DirecTV as sponsor of the Holiday Bowl, is going all in on the “yes, a company regarding planning your death is sponsoring a football game” angle in a self-aware fashion.
— Ryan W. Mead (@rwmead) December 24, 2025
This is amazing.
This is horrifying.
This is amazing. https://t.co/KdONZGedGw— RedditCFB (@RedditCFB) December 24, 2025
Throwing footballs into caskets for money is how we save bowl season https://t.co/hycP99tPIz
— Johnathon Poppe (@jpopasu) December 24, 2025
How can you not love college football? Name another sport with a game sponsored by an estate planning company where fans will throw a football into a casket? You can’t. https://t.co/sbzjpl9TZk
— Yablong (@mikeyablong) December 24, 2025
Who said bowl season needs to be saved?
When I look around, it sure looks like bowl season is alive and well. But don’t just take my word for it… reference a couple of bowl games that have already taken place, and the mother of all bowl games revolving around POPTARTS that will come a couple of days after Christmas.
The Bush’s Beans Boca Raton Bowl
Louisville got to eat baked beans out of the trophy after the game (and Keegan-Michael Key was there?).
The Scooter’s Coffee Frisco Bowl
Ohio’s football coach had a jumbo iced coffee dumped on him after the Bobcats won.
The Pop-Tarts Bowl
Do I even have to describe this one? I can’t wait for the Pop-Tarts bowl on December 27.
God bless the Pop-Tarts Bowl.
