The game was founded by John Marks, president of the San Francisco Convention & Visitors Bureau, San Francisco Giants executive Pat Gallagher and sports industry veteran Gary Cavalli, former Associate Athletic Director at Stanford University and president of the pioneering American Basketball League, for the purpose of utilizing the Giants' new ballpark, bringing visitors to San Francisco during a traditionally slow time of the year, and rewarding two successful teams with a week in San Francisco. Plans for the inaugural
2002 San Francisco Bowl were established on Dec. 2, 2002, when the
Air Force Falcons football program accepted a bid to play against an undetermined team from the
Big East Conference. Their initial sponsor was
Diamond Foods, a producer of
walnuts and other nuts under the Emerald brand name, resulting in the name Diamond Walnut San Francisco Bowl, and later the Emerald Bowl. In 2010,
Kraft Foods became the sponsor of the bowl and announced the new name, which the corporation launched as part of a broader hunger relief program.
Mondelēz International continued to support the game and the program related with Feeding America in 2013. In August 2014, the bowl's official website listed the game's name as the San Francisco Bowl once again. However, on November 11, 2014, it was announced that the San Francisco Bowl Game Association had reached a multi-year naming rights deal with
Northern California-based poultry company
Foster Farms, resulting in the game being named the Foster Farms Bowl. On July 12, 2016, the
San Francisco 49ers NFL team announced that it had taken over management of the Foster Farms Bowl from the San Francisco Bowl Game Association, and also announced a new, four-year broadcast rights deal with
Fox Sports, replacing ESPN. In September 2018,
Redbox (a chain of video rental kiosks) announced it had become the new title sponsor. ==Conference tie-ins==