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NBC started broadcasting the All-American Bowl in 2004. American Family Insurance became the new presenting sponsor the following year.

The United States Army served as title sponsor of the game until 2017, when it announced that it would not renew its sponsorship past the 2018 edition. Since the game's inception, attendance has risen from 6,300 for the inaugural game in 2000 to a record 40,568 in 2017. In 2002, the game was moved to San Antonio, where it is played at the Alamodome. The game was first played on Decemat Highlander Stadium in Dallas. Typically played in January, the All-American Bowl is played between all-star teams representing the eastern and western United States. The All-American Bowl annual high school football all-star game. The All-American Bowl was previously organized by All-American Games in 2019, NBC Sports announced acquired the game and its assets. Notable alumni include Andrew Luck, Adrian Peterson, Odell Beckham Jr., Eric Berry, Tim Tebow, Joe Thomas, Tyron Smith, Robert Quinn, C.

Seventeen All-Americans have been Heisman Trophy finalists, with over 450 later playing in the National Football League. The All-American Bowl (currently branded as the All-American Bowl presented by American Family Insurance for sponsorship reasons) is a high school football all-star game, held annually at the Alamodome in San Antonio, Texas.

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