New Name for Century‑Old Tradition: Introducing the Shriners Children’s East‑West Bowl
Shriners Children’s announced today the official rebranding of the iconic East‑West Shrine Bowl to the Shriners Children’s East‑West Bowl, marking a new era for the nation’s oldest college all‑star football game. The updated name and visual identity honor Shriners Children’s as the owner, operator, and sole charitable beneficiary of the 101‑year‑old event, reinforcing the organization’s mission to provide world‑class pediatric specialty care regardless of families’ ability to pay or insurance status.
The new logo continues to feature a powerful silhouette of former Boston College star Mike Esposito holding hands with Nicole, a young Shriners Children’s patient, during a 1974 hospital visit. The image has long symbolized the bond between athletes and the patients they support, capturing the heart of the game’s purpose.
“This rebrand reflects exactly what the game has always stood for — hope, healing, and the life‑changing impact Shriners Children’s has on families,” said Dustin Johnson, executive director of sports for Shriners Children’s. “The Shriners Children’s East‑West Bowl will continue to showcase elite college athletes along their path to the NFL, but more importantly, it will continue to spotlight the children who inspire us every day.”
The Shriners Children’s East‑West Bowl remains committed to its tradition of excellence, bringing together top NFL prospects while raising awareness and support for the global healthcare system that has treated nearly 2 million children since 1922. The 102nd Shriners Children’s East-West Bowl will be held on February 4, 2027, at AT&T Stadium in Arlington, Texas.
ABOUT THE SHRINERS CHILDREN’S EAST-WEST BOWL
The Shriners Children’s East-West Bowl is the nation’s oldest college all-star football game. Since 1925, the game has benefited Shriners Children’s and its mission to provide innovative pediatric specialty care to improve and transform the lives of children. The Shriners Children’s East-West Bowl is known for being the starting point of many noteworthy NFL careers, including nearly 80 members of the Pro Football Hall of Fame and more than 200 members of the College Football Hall of Fame. For more information, please visit shrinersbowl.com.
ABOUT SHRINERS CHILDREN’S
Shriners Children’s is a leader in providing care for orthopedic conditions from routine injuries to complex conditions including scoliosis and other spine disorders, sports injuries and spinal cord injury rehabilitation; burn injuries; and cleft lip and palate. We also offer specialized services including orthotics and prosthetics and motion analysis. We strive to provide the care and support our patients need to reach their goals and discover their full potential. In addition, our healthcare system conducts research to improve our patients’ quality of life and offers outstanding educational programs for medical professionals. All care and services are provided regardless of the families’ ability to pay or insurance status. Shriners Children’s is a nonprofit organization and relies on the generosity of donors. All donations are tax deductible to the fullest extent permitted by law. For more information, including the full range of care disciplines, please visit shrinerschildrens.org.
