Bowl season has always been about finding creative ways to fill seats. But what’s happening at the Boca Raton Bowl this year might be the most inventive promotion college football has seen in a while. A limited number of fans can get into the December 23 game between Louisville and Toledo completely free by bringing a single can of Bush’s Beans to Gate 3 of FAU’s Flagler Credit Union Stadium. 

The first 2,000 fans who show up between 10 a.m. and 1:59 p.m. ET with a can will unlock seats in the “MVBean” section near the end zone. The best part is, every single can collected will be donated to local families in need.​ The promotion goes way beyond just swapping beans for tickets, though. Bush’s Beans is transforming the entire game day experience into what they’re calling “the world’s biggest bowl of baked beans”.

Actor Keegan-Michael Key will be headlining the spectacle, and his enthusiasm for the whole thing is pretty infectious.

“This is my kind of football celebration,” Key said in the official announcement. “It’s going to be super fun, and I am excited to be part of some beautiful bean bowl footage on gameday.”

Stephen Palacios, senior vice president of marketing at Bush’s Beans, talked about the philosophy behind the whole thing.

“Something magical happens on game day, and beans are the ultimate crowd-pleaser that fuels fans in a way few foods can,” the executive explained. “Whether you’re watching from the stadium stands or a living room, we can’t wait to bring the best parts of our bean-loving community to make history with the biggest bowl of beans you’ve ever seen. Fun surprises, unique experiences, and all things beans are on the menu.” 

It’s safe to say that everything you see in that stadium will be related to beans. At halftime, fans will don complimentary Bush’s Beans bucket hats covered in bean prints to create a stunning visual effect. It will make the stadium look like a massive bowl of beans from above.

As per the official press release, there will be a “Slow-Cooked Stovetop Trophy” featuring a massive pot of simmering beans that’ll be lit at kickoff. There’s also a pregame Bean Bash with a ball pit full of beans shaped like a stadium, and the Bush’s Beans “Canper,” a giant can built like an RV that fans can check out. Moreover, the competing teams will run through a bean can tunnel when they take the field.​

What makes this promotion particularly smart is how it addresses multiple crises at once.

College football’s bowl system is facing an existential threat as attendance continues to plummet. The Holiday Bowl reported a $1.4 million deficit in 2024, while the ReliaQuest Bowl has seen crowds drop from over 60,000 to around 30,000 in recent years. The expanded College Football Playoff has made the problem worse.

When fans are already stretched thin financially during the holidays (and their teams aren’t in playoff contention), asking them to pay full price for tickets becomes a tough sell. So, when Bush Beans eliminates the cost barrier for 2,000 fans, they make it possible for families to come who would’ve rather enjoyed the game on television. Moreover, this isn’t a gimmicky promotion that only benefits the sponsor. This one actually helps the community.

Well, not everyone. There might be just one loser. Let’s not forget the game. 

Louisville vs. Toledo: A game worth watching

The game itself isn’t a mere backdrop for bean-themed chaos. It’s actually a compelling matchup between two 8-4 teams with legitimate reasons to show up ready to play. Louisville enters riding a wave of momentum after destroying Kentucky 41-0 in their regular season finale. They’re chasing their third consecutive bowl victory and third straight season with at least nine wins.

Toledo, meanwhile, is carrying a four-game winning streak into the bowl and extending two remarkable program streaks. They’ve had 16 straight seasons of bowl eligibility (sixth-longest active streak in FBS) and 16 consecutive years without a losing record (third nationally). The Rockets are dealing with some adversity after head coach Jason Candle left for UConn, with assistant Robert Weiner stepping in. But still, they’ve got enough talent to make this competitive. 

The Cardinals are expected to win by at least a touchdown by oddsmakers, with an over/under of 44.5 being set for the clash. The kickoff is set for 2 p.m. ET on ESPN, and this will be a fun watch for bean and football lovers alike.