The matchup between Minnesota and New Mexico marked the start of a lucrative holiday sports stretch fueled by the Fiesta Sports Foundation.

PHOENIX — Downtown Phoenix was awash in school colors and holiday energy as college football fans from Minnesota and New Mexico poured into the city for the Rate Bowl. 

It was the opening act for the Valley’s busiest — and lucrative — holiday sports season.

Outside Chase Field, fans gathered early for the pre-game Fan Fest, kicking off a string of major events powered by the Fiesta Sports Foundation that includes an iconic parade and the Fiesta Bowl.

Bands played, fans shook hands, and the excitement built hours before kickoff, setting the tone for an afternoon that went far beyond the final score.

The matchup featured the Minnesota Golden Gophers against the New Mexico Lobos, but regardless of who won on the field, the event was a clear victory for the local community. 

Fiesta Sports Foundation Executive Director & CEO Erik Moses said the economic impact is massive.

“Each year, we are responsible, between the two bowl games and our parade, for about $200 million in economic impact for the state of Arizona,” Moses said. “We’re really proud of that.”

Friday also doubled as an unofficial Chamber of Commerce Day, especially for fans escaping colder climates. 

For the Alger family from Minnesota, the trip was both a show of loyalty and a chance to trade winter coats for sunshine.

“It’s always been about supporting the Gophers,” said Larry Alger. “And it’s a great opportunity to come someplace warm.”

His son Isaac agreed, saying the journey was an easy decision. 

“The Gopher spirit is unlike anything else,” Isaac Alger said. “Traveling halfway across the country to see them is a no-brainer.” 

The sentiment drew laughs when it was suggested that the trip was even better with mom and dad footing the bill.

New Mexico fans brought their own brand of passion. 

Louis Trujillo, who made the shorter trip from neighboring New Mexico, said the moment felt hard-earned.

“This is amazing,” Trujillo said. “This is everything the Lobos have fought for. We’ve been through a lot — a lot of bad years — so coming to a bowl game like the Rate Bowl is an amazing feeling.”

While the Rate Bowl wrapped up, the Fiesta Sports Foundation was already looking ahead. 

The Fiesta Bowl Parade is set to return to Central Avenue on Jan. 3, continuing a holiday tradition that has spanned more than 50 years. 

Just days later, on Jan. 8, Glendale will host a College Football Playoff semifinal at the VRBO Fiesta Bowl — with the winner advancing to compete for a national championship.