The Continental Tire Bowl, launched in 2002, marked the beginning of Charlotte, North Carolina’s journey as a host city for major college football bowl games. Held at Ericsson Stadium (now Bank of America Stadium), the bowl brought together the power of regional football, corporate sponsorship, and expert event production—helping establish a long-standing tradition of postseason college football in the Queen City.

Contractual Alignments: ACC and Big East Roots

From its inception, the Continental Tire Bowl featured a contractual tie-in with the Atlantic Coast Conference (ACC) and the Big East Conference, ensuring strong regional rivalries and nationally relevant matchups. These affiliations guaranteed high-quality competition and fan engagement from schools with passionate fan bases—especially appealing for a bowl in the heart of ACC territory.

Raycom Sports and Event Management

The bowl was operated by Raycom Sports, a Charlotte-based company renowned for its deep ties to college athletics and its excellence in sports marketing and television production. Raycom’s stewardship of the event helped the bowl achieve strong attendance numbers and a professional, polished presentation from the outset.

Sponsorship by Continental Tire

Continental Tire signed on as the inaugural title sponsor, using the bowl as a strategic branding vehicle to increase its visibility in the U.S. market. The partnership was a strong fit for both parties, bringing a globally recognized automotive brand into the college football spotlight and providing the bowl with a robust financial foundation.

National Recognition

In its first year, the 2002 Continental Tire Bowl featured a memorable matchup between the Virginia Cavaliers and the West Virginia Mountaineers, drawing a sellout crowd of 73,535 fans. The event was so well-received that it was named one of the Top 5 Sports Startups of 2002 by SportsBusiness Journal—a testament to its successful debut and lasting impact.

Evolution: Belk Bowl and Beyond

After the 2004 game, Continental Tire ended its sponsorship, and in 2005 the bowl was renamed the Meineke Car Care Bowl. In 2011, Belk, a Charlotte-based department store chain, took over as title sponsor, and the bowl was rechristened the Belk Bowl. The Belk Bowl continued the tradition of matching ACC teams with opponents from the Southeastern Conference (SEC) or other power leagues, adding new excitement to the bowl's legacy.

In 2020, the bowl underwent another transformation, becoming the Duke’s Mayo Bowl—a nod to another beloved Southern brand. Despite the changes in name and sponsorship, the bowl's commitment to showcasing top-tier college football in Charlotte has remained constant.

Explore More

• 2002 Continental Tire Bowl
  
  

• 2003 Continental Tire Bowl
  
  

• 2004 Continental Tire Bowl
  
  

• Belk Bowl History
  
  

• Duke’s Mayo Bowl Official Site