NOLA Savors the Sweetness
Catch the top college football talent at the Allstate Sugar Bowl, a premier bowl game that has thrilled fans and supported New Orleans' economy for decades.
Widely regarded as the pinnacle of collegiate bowl games, the legendary Allstate Sugar Bowl has electrified college football fans and kicked off the new year with unforgettable moments for over 90 years.
"We are here every year," said Jeff Hundley, chief executive officer of the Allstate Sugar Bowl. "The Sugar Bowl shines a national spotlight on the city and all the good the city has to offer. We introduce people to the city and we would like to think they will come back."
According to Hundley, the economic impact of the Sugar Bowl for the Crescent City has climbed to $2.5 billion over the last decade. "The high level economic impact for New Orleans equates to real tax dollars for the city and the state," commented Hundley. With national television coverage, the Allstate Sugar Bowl has drawn over six million fans, bringing around 100,000 visitors each year to New Orleans and significantly boosting its tourism economy.
However, Hundley expects this year's Sugar Bowl game to attract more attention and competition due to the 2024 expansion of the College Football Playoffs from four to 12 teams. "This year and next year, the Allstate Sugar Bowl hosts a quarter final game," said Hundley. "We are so excited about the opportunity because now the spotlight gets brighter and the games will matter on an annual basis. You will not see players opt out for the playoffs."

Since January 1, 1935, the iconic Sugar Bowl Classic has captivated large crowds, initially taking place at the Tulane Stadium before moving to the Superdome in 1975. Charles C. Zatarin III, a Sugar Bowl Committee member since 1971 and direct descendant of an original committee member, recalls his first college football bowl experience on January 1, 1957, at Tulane Stadium.
"I was 8 years old when I went to my first Sugar Bowl game," said Zatarin, whose grandfather, Charles "Charlie" Zatarin Sr., was one of the founding members. "I can remember the exciting atmosphere at kick off. Tulane Stadium was loud, with the bands playing and the crowds cheering on both sides. This year, it's my 69th consecutive Sugar Bowl game. And every year I go, I feel like an 8-year-old kid all over again."
Even the inaugural Sugar Bowl, which featured a matchup between Tulane and Temple universities, was a resounding success, attracting approximately 24,000 spectators. Zatarin gives credit for the idea of a New Year's Day annual football game to local businessman Warren Miller and sports editor Fred Digby. Digby coined the term "Sugar Bowl" for the game, reflecting Louisiana's sugar industry and Tulane's history as a former sugar cane plantation. "Warren Miller and Fred Digby were known as the founding fathers of the Sugar Bowl." said Zatarin. "And actually, the name 'Sugar Bowl' was derived from the agricultural products of the region."
Since it began, the Sugar Bowl and New Orleans have been closely associated with the highest level of college football competition in the country. A landmark event in Sugar Bowl history was Bobby Grier becoming the first Black college football player to participate in an integrated game in the Deep South in January 1956.

Though Zatarin missed Grier's historic game by a year, he particularly remembers the 1973 Sugar Bowl. "The most monumental Sugar Bowl game was on New Year's Eve in 1973 when Notre Dame played Alabama for the first time in the history of football at each school," said Zatarin.
For Zatarin, this fierce matchup at Tulane's stadium drew over 85,000 fans and became the highest-rated Sugar Bowl in history when televised by ABC.
Another impactful game for Zatarin was the return of the Sugar Bowl game to New Orleans after Hurricane Katrina in 2007, when Allstate became the official sponsor. "Atlanta had opened their arms to us, bringing the Sugar Bowl to the Georgia Dome," noted Zatarin.
As the third most senior member of the Sugar Bowl Committee, Zatarin attributes the organization's achievements to the dedication of its volunteer members. The Sugar Bowl Committee, a nonprofit with 130 members, aims to attract fans and increase exposure to the city of New Orleans.
"We want to bring as many fans to New Orleans as we can," observed Zatarin. "Our objective is to make it a major bowl game to enjoy and remember."
Alongside its mission to host an elite college bowl game, the Sugar Bowl Committee invests over $1 million annually in the community through sporting events, awards, scholarships, and clinics. Through their efforts, they have sponsored about 500 events in the local community over the past decade, while supporting and honoring thousands of student-athletes each year.
"The Sugar Bowl Committee does a lot more than football. We are a year-round volunteer effort," said Zatarin. "This year, we have given 19 scholarships to high school scholar athletes."
While emphasizing community work, Zatarin and Hundley agree that the Allstate Sugar Bowl continues to highlight memorable performances and talented athletes in college football. As a premier bowl game, the Sugar Bowl has featured eight national champions, 107 Hall of Fame players, 52 Hall of Fame coaches, and 21 Heisman Trophy winners.

Moreover, Sugar Bowl fans revel each year in the thrilling tradition of record-breaking football and a week packed with exciting activities, including the spectacular Allstate Sugar Bowl New Year's Eve Parade. "The city of New Orleans is ideal for the Sugar Bowl," said Hundley. "You can't beat the vibe and electricity of the city. Hotel rooms and restaurants are within walking distance of the Superdome. It's a great experience for Sugar Bowl fans."