Vrbo, Fiesta Bowl announce title partnership, sweepstakes

The Fiesta Bowl and Vrbo, the short-term property rental company, announced a title partnership on Monday morning.

In celebration of their partnership, the Fiesta Bowl held a news conference at a Vrbo property on Camelback Road in Phoenix.

"I really can't think of a better partnership and a better partner than Vrbo, mostly because of our shared vision," Randal Norton, Fiesta Bowl board chair, said. "Our Fiesta Bowl vision is to be the preeminent bowl game that delivers world-class hospitality. At Vrbo, their focus is on the importance of connection and the joy of celebrating meaningful goals."

The partnership also includes ESPN, which will broadcast the game and show Vrbo ads throughout the college football season. Vrbo is part of Expedia Group.

Norton said ESPN and Disney, which hold the rights to title sponsors for the Fiesta Bowl and other New Years Six bowls, were in charge of negotiating with Vrbo.

"They were responsible for identifying possible partners in the marketplace, and we support them with media, we support them with literature, we support them with what our properties are that they'd be associated with," Norton said. "So, we were part of the sales cycle, but ultimately, the contract is done through ESPN and Disney."

Norton said that the Fiesta Bowl's partnership with Vrbo is a multi-year contract. The Fiesta Bowl holds 25-30 events throughout the year, Norton said, and Vrbo will also be a part of those.

As a member of the College Football Playoff New Year's Six, the Vrbo Fiesta Bowl will be held on Dec. 31 and feature two of the nation's four highest-ranked teams in a CFP semifinal game.

Norton also said he's excited about how Vrbo will showcase the state of Arizona at the Fiesta Bowl and its other events.

Arizona is one of the most popular destinations for Vrbo users, so the partnership was a natural fit, according to Tim Rosolio, vice president of partner success at Vrbo.

"Vrbo is all about traveling with your favorite people, staying together at one of our incredible whole homes, and making memories together. Being part of the college football experience is a natural fit for us because there’s nothing like visiting your old college town or heading to a bowl game with your family or friends to watch your favorite team play," Rosolio said.

Rosolio went on to say that demand for vacation homes in Phoenix and Scottsdale is up 15% compared to a year ago.

"The vast majority of travelers are booking places with 2-3 bedrooms so we know they’re traveling with their friends or family," he said. "We also have hundreds of experienced and dedicated hosts and property managers based in the area who help contribute to tourism and the local economy. We’re excited that the first Vrbo Fiesta Bowl will be such a fun and exciting occasion for people to travel to the area this New Year’s Eve.”

In addition to naming rights, Vrbo also becomes the official travel partner of the College Football Playoff. The brand will be fully integrated to include fan activities, digital and social media content, in-stadium exposure and other year-round Fiesta Bowl events.

Jose Moreno, Fiesta Bowl chief marketing officer, said Vrbo is an exciting partner. Vrbo's goal is to bring families together and Moreno said that aligns with the Fiesta Bowl's mission as well.

"That's what we are all about," Moreno said. "Whether it's the Fiesta Bowl of one of our ancillary events, we bring people together and we create memories. We were excited and thrilled to hear that Vrbo wanted to step up and be a partner in this."

Moreno said the deal came together over the last several months.

The Dec. 31 Fiesta Bowl will kick off a series of high-profile events in Phoenix in 2023. After the Fiesta Bowl, there will be the 2023 Super Bowl, the WM Phoenix Open, Spring Training, and in November NASCAR Championship Weekend.

All of those events are destinations themselves.

"It's very attractive for people from all over the country to come visit us," Moreno said.

In celebration of the partnership, a sweepstakes is being held to give fans the chance to attend the Vrbo Fiesta Bowl and stay in one of the luxury rental offerings by Vrbo. More information on sweepstakes will be released at the start of the 2022 college football season.

Tickets went on sale Monday, and fans may purchase tickets to the game and premium experiences by visiting www.VrboFiestaBowl.com or by calling 480-350-0911.

Fiesta Bowl Charities has given approximately $25 million to communities in Arizona over the last 11 years and nearly $20 million in the last six years alone.

"One thing we really love about Vrbo is they want to be involved with the Fiesta Bowl organization holistically," Moreno said. "They are going to be a part of many of our community events. They are really going to have a strong commitment to Arizona. We are excited to have them ingrained in everything that we do on a regular basis."

Chloe Peterson contributed to this report.

Reach the reporter at emily.horos@azcentral.com or 602-444-2426. Follow her on Twitter @ejhoros.

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This article originally appeared on Arizona Republic: Vrbo, Fiesta Bowl announce title partnership, sweepstakes