This has nothing to do with anything other than just having fun. Reaching out to truckers around the country and identifying a bowl with them and letting them choose to identify with a given school.
Leadups to the game could involve RedNeck Yacht clubs, mudpit competitions with trucks, monster truck rally, also dragging main with huge trucks.
This would be a straight up marketing ploy to reach out to a segment of society and connect them with the game and the teams.