San Diego and Birmingham, Ala.,, Dec. 11, 2025 (GLOBE NEWSWIRE) -- JLab, a leading personal technology and audio brand known for delivering high-quality wireless earbuds, headphones, and office accessories at an incredible value, today unveiled a first-of-its-kind, sound-driven bowl experience that will transform the 19th JLab Birmingham Bowl into one of the most talked-about events of bowl season. The new format – built around player-selected celebration songs, a massive end zone speaker wall, and oversized sideline “trophy” headphones – was revealed during the Coaches Press Conference today with Georgia Southern and Appalachian State.
This year’s matchup brings one of college football’s most passionate rivalries to a bowl stage, as the Eagles and Mountaineers face off on Dec. 29 at Protective Stadium.
“As the new title sponsor, we didn’t want to just put our name on a bowl game – we wanted to make it feel completely different,” said Win Cramer, CEO of JLab. “College football is loud, emotional and unforgettable. So, for the first time ever, we’re giving players the chance to celebrate their way, with their own soundtrack, while turning every big play into something that hits the fans, the broadcast, and the community all at once.”
PLAYERS PICK THE SOUNDTRACK: THE JLAB “CELEBRATION HIT” BUTTON
In the lead-up to the game, players from both Georgia Southern and Appalachian State will choose their personal celebration songs. Those tracks will become the heartbeat of the bowl.
When a player makes an epic play – a forced turnover or touchdown – their sideline will be able to trigger the JLab “Celebration Hit” button, creating a chain reaction:
- The JLab Epic Zone – a towering installation of more than 150 fully functional JLab Epic Party Speakers delivering over 15,000 watts of power (more than many outdoor music festivals) lights up, pulses and roars in sync with that player’s song.
- The moment becomes an on-field, in-stadium and broadcast spectacle that looks and sounds unlike any other bowl.
“With a rivalry as intense as Georgia Southern vs. App State, we expect the JLab Celebration Hit button to get a workout,” Cramer said.
BIG PLAYS = BIG IMPACT: CASH + HEADPHONES FOR KIDS
Every time the Celebration Hit button is pressed, it doesn’t just amp up the stadium – it also supports kids and families in need.
For each Celebration Hit during the JLab Birmingham Bowl, JLab will donate $5,000 and up to 5,000 headphones to Children’s Miracle Network Hospitals, including Children’s of Alabama in Birmingham.
“Bowl games are about celebration,” Cramer said. “We want every celebration in this game to mean something bigger – for the players, for the fans, and for kids and families who need a boost.”
INTRODUCING THE JLAB XL GOLDS: SIDELINE TROPHY FOR PLAYMAKERS
To make the biggest plays truly unforgettable, JLab is introducing a new sideline tradition: the JLab XL Golds. These are helmet-sized, fully functional speaker-headphones created exclusively for the JLab Birmingham Bowl. After an epic play and a Celebration Hit, the playmaker will be awarded the JLab XL Golds on the sideline – a bold, visible symbol that they “hit different.”
“In a rivalry game with as much emotion as Georgia Southern vs. App State, the XL Golds will highlight the players who shift momentum and define the night,” Cramer said.
TUNE IN
The JLab Birmingham Bowl kicks off on December 29 at 2 p.m. ET / 1 p.m. CT on ESPN.
Fans can follow all the energy, music, and epic celebrations throughout bowl week on social:
- JLab: @JLabAudio (X, Instagram) | @JLab (TikTok)
- JLab Birmingham Bowl: @JLabBhamBowl (X) | @JLabBirminghamBowl (Instagram)
Georgia Southern vs. Appalachian State brings a fierce rivalry to Birmingham — and with JLab powering the experience, every moment will hit different.
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About JLab
JLab imagines and delivers the personal technology products that consumers want. With our line of personal audio gear and office accessories, we’re innovating absolutely everything to make way better personal tech. Based in San Diego, we’ve been offering the right sound, the right features, and the right value since 2005.
About ESPN Events
ESPN Events, a division of ESPN, owns and operates a portfolio of collegiate sporting events nationwide. In the 2025-26 academic year, the 35-event schedule includes three early-season college football kickoff games, 17 college bowl games, 10 college basketball events, two college volleyball events, the premiere regular season college softball and gymnastics events, as well as the Band of the Year National Championship. Collectively, these events account for over 400 hours of live programming on ESPN platforms, reaching 60 million viewers and attracting more than 650,000 annual attendees. Each year, the portfolio of events features more than 20 Division I conferences and hosts over 4,000 participating student-athletes. With satellite offices in more than 10 cities across the country, ESPN Events builds relationships with conferences, schools and local communities, as well as providing unique experiences for teams and fans.
About Children’s Miracle Network Hospitals®
Children’s Miracle Network Hospitals® is the largest fundraising network for 170 children’s hospitals that partners with leading providers of pediatric healthcare with a mission of giving kids a world of possibilities. Through the power of our network, we unite local communities to raise unrestricted funds needed by our member children’s hospitals for their most urgent needs, transforming how we care for children not just in their youth, but throughout their lives. When we can change kids’ health, we change the future – for all of us.
Media Contacts
Local Media Contact: Heather Jeffcoat / 205-515-1972 / heather.jeffcoat@birminghambowl.com
ESPN: Danny Chi / Danny.C.Chi@espn.com and Andrea DiCristoforo / Andrea.Dicristoforo@espn.com
JLab: media@jlab.com
Attachments
- JLab Birmingham Bowl Press Conference
- JLab Birmingham Bowl Press Conference, Georgia Southern head coach Clay Helton and Appalachian State head coach Dowell Loggains - with JLab celebration headphone and JLab XL Golds
