Sheraton Hotels and Resorts
In its first year, the Hawai'i Bowl was sponsored by ConAgra Foods. The following year, Sheraton Hotels and Resorts Hawaii assumed sponsorship; the game's full name was changed to the Sheraton Hawai'i Bowl until Sheraton declined to renew sponsorship in 2014. In 2018, SoFi signed on as title sponsor of the game which is officially known as the SoFi Hawai'i Bowl.