Watch San Francisco Bowl 5he11

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. According to Sports Illustrated, the executive director of the bowl, Gary Cavalli, was paid a $377,475 salary in 2009. Mondelēz International continued to the game and the program related with Feeding America in 2013. As of 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, giving the bowl its current name.