The history of the bowl game began with the 1902 Tournament East-West football game, sponsored by the Tournament of Roses Association between Michigan and Stanford, a game which Michigan won 49-0. The Tournament of Roses eventually sponsored an annual contest starting with the 1916 Tournament East-West Football Game. With the 1923 Rose Bowl it began to be played at the newly completed Rose Bowl stadium, and thus the contest itself became known as the Rose Bowl game. The name "bowl" to describe the games thus comes from the Rose Bowl stadium. Other cities saw the promotional value for tourism that the Tournament of Roses parade and Rose Bowl carried and began to develop their own regional festivals which included college football games. The label "bowl" was attached to the festival name, even though the games were not always played in bowl-shaped stadiums.