Shaw desired to create “something more than just a single game, but a tradition, a real experience.”, and that takes money and time. Sponsors can help with both...
But they do have enough money for other things Shaw told me that for 2023, he was able to raise “about $100,000 between the two bowl games.” That was enough to help subsidize travel for all participating teams, as well as pay for stadium rental fees, officials, a postgame press conference, and more.