The Georgia Dome in Atlanta, it is one of college football's top bowl games outside of the Bowl Championship Series (BCS). For many years, however, the Peach Bowl struggled to draw crowds and make money.
Starting a college bowl game was a dream for several members of the Atlanta Lions Club. In 1966 they began lobbying the National Collegiate Athletic Association (NCAA) for a bowl game. However, a moratorium on additional postseason bowl games stifled the group until April 1968, when the bowl finally received the blessing of the NCAA's Extra Events Committee.
For Georgia Institute of Technology's Grant Field, before the bowl moved to the Atlanta
–. Throughout the 1970s and most of the 1980s the bowl was often plagued by bad weather and poor attendance. In 1978 it took a last-ditch effort by local citizens to sell enough tickets to meet the NCAA minimum sales numbers. Fulton County Stadium
By 1986 the Lions were willing to relinquish control of the game, which was not actively supported by Atlanta's corporate community. The Metro Atlanta Chamber of Commerce offered assistance, and by the early 1990s a new home and a new television contract buoyed the game. With the opening of the enclosed Georgia Dome, weather was no longer a concern. The game landed a guaranteed spot on the ESPN television network in 1991, and in 1992 the Southeastern Conference and Atlantic Coast Conference agreed to send representatives to the game each year, setting up the first and what remains the only guaranteed match-up between the two dominant football conferences in the Southeast.
InChick-fil-A became the title sponsor for the game. There have been nine consecutive sell-outs of the event, with an average attendance of more than 70,000, the highest among all non-BCS bowls. The bowl also has the distinction of being the most competitive bowl game in history with an average margin of victory of only 9.5 points in its thirty-seven-year history. Between 1999 and 2006 the Chick-fil-A Peach Bowl distributed more than $2.2 million in charitable contributions. The game is supported by more than thirty events, including basketball games, a parade, and a FanFest, all of which draw more than 30,000 to Atlanta the week of the game.
In 2005 it was announced that the game would be renamed the Chick-fil-A Bowl starting in 2006. Average payout for participating teams as of that year is $3 million, the second-highest among non-BCS bowl games. The first year of the bowl, each team received $115,000.