All of the Tostitos have been put to rest. Tostitos, an 18-year sponsor of the Fiesta Bowl, will no longer be the corporate sponsor for one of the biggest bowl games in college football. Neither will Discover, which had sponsored the Orange Bowl for the last four years. According to a report by The Sports Business Journal, both corporate sponsors will part ways with their bowl games as college football opens the new College Football Playoff era in 2014.
The SBJ reports the Orange Bowl will still have a credit card company attached as the top sponsor, with Capital One closing in on a deal to replace Discover. If the deal becomes official, it is expected Capital One will drop the naming rights for the Capital One Bowl. Hey, we got the Peach Bowl back. May we now please have the Citrus Bowl back? Pretty please?
The top sponsor for the Fiesta Bowl is now up for grabs. The decision for the Tostitos brand to separate from the Fiesta Bowl is a bit of a surprise given the long-standing history with the postseason bowl game. Since the bowl’s introduction, there have only been three sponsors for the Fiesta Bowl. Sunkist was the game’s first corporate sponsor in 1986 through 1992. IBM followed with a three-year sponsorship before Tostitos took over in 1996.
The Rose Bowl also has a new top sponsor with Northwestern Mutual replacing Vizio. AllState Insurance remains the top sponsor for the Sugar Bowl, a spot it has held since 2007.