The Sun Bowl has a new title sponsor and it’s, well, it’s great. The El Paso-based postseason college football game will now be sponsored by Tony the Tiger. Don’t be mistaken, it’s not sponsored by Kellogg’s brand or even Frosted Flakes cereal, but Tony the Tiger himself.
“For the last few months we’ve worked closely and collectively with the Sun Bowl association and it’s become clear how well the association understands the strength and resilience of this community and we are honored to be part of it,” Kellogg’s marketing director Bryant Wheaton told the El Paso Times.
The change has already been reflected on the Sun Bowl’s Twitter account — sort of. The name and avatar have been changed, but the handle, as of press time, still reflected the bowl’s previous sponsor, Hyundai.
The Sun Bowl, first played on Jan. 1, 1935 between the El Paso All-Stars and Ranger (Texas) High School, has now welcomed nine title sponsors. The game takes credit for bringing title sponsorship to the college football postseason.
“We were the very first bowl ever to have a title sponsor, back in 1986 when John Hancock saved the Sun Bowl from going extinct,” executive director Bernie Olivas told the El Paso Times. “We have had some great sponsors since then. Our past sponsor, who had been with us nine years, is the longest sponsor we’ve ever had.
“When we got the title sponsor in 1986, there were only 16 bowls. We were the first ones to have a title sponsor. The rest of the bowls shunned us, they said, ‘You sold out.’ Well how do you like us now?”
The 85th annual Sun Bowl will once again pit the ACC against the Pac-12 on Tuesday, Dec. 31 (2 p.m. ET, CBS). Stanford won the 2018 edition, topping Pitt, 14-13.