Exactly two years ago, just as college football bowl games were winding down, Connecting Directors hypothesized a few options for deathcare companies to join Duke’s Mayo and Cheez-Its as bowl game sponsors. At the time, Ernie the Urn mascots and the Opt-Out Pew were just wistful pipe dreams. But this year … (pause to dry the happy tears) … This year, an estate planning company brought us one step closer to a deathcare dream come true.
After three years with DirecTV as the presenting sponsor, the rights to the 2026 Holiday Bowl, played at Snapdragon Stadium in San Diego, were obtained by a much more interesting company — Trust & Will, a digital estate planning platform that was founded in 2017. By “interesting” we mean, of course, that an end-of-life/deathcare company offers way more potential for memorable sideline shenanigans and half-time hijinks than a satellite/streaming provider.
And Trust & Will did not disappoint.
While it would be hard for any bowl game sponsor to outdo the PopTart Bowl for meme-worthiness, the folks at Trust & Will dipped their toes into a deathcare-themed halftime with “The Inheritance Toss.” Much like the tried-and-true Dr. Pepper football tosses, where students compete for scholarship money by throwing footballs into giant soda cans, The Inheritance Toss challenged a random fan to toss a ball into — wait for it — an open casket. If the ball landed in the tasteful satin interior, the contestant would win $10,000. A winning toss would also garner another “beneficiary” the same prize.
https://x.com/trustandwill/status/2002364153504080212
So, at the end of the third quarter of the January 2 Holiday Bowl, with the SMU Mustangs dominating the Arizona Wildcats with a 24-6 score, a customized red, white, and blue casket was rolled onto the field. An Arizona grad named Garrett took his chance at $10k. He took aim at the casket, made his throw, and … the ball bounced off the side of the casket.
Doink.
But not all was lost. The super-nice guys at Trust & Will (who obviously possess the kindness and consideration of the best deathcare professionals) decided to award Garrett his prize even though he missed his six-by-two-foot gaping-open target. In celebration, Garrett swooped in, picked up the ball, and jumped into the casket and closed the lid — which featured, in true deathcare partnership form, a cap panel emblazoned with a prominent Titan Casket logo.
https://x.com/trustandwill/status/2007316729513570723
Now, we’re just throwing this out there for consideration by the Trust & Will folks, but when you’re ready to take the Holiday Bowl to the next level of deathcare-themed virality, we have some GREAT ideas for your consideration!
