EL PASO, Texas (KFOX14/CBS4) — With a new name attached to one of El Paso’s biggest sporting events, the Sun Bowl Association on Thursday afternoon announced Old El Paso as the new title sponsor of the Sun Bowl football game.
The press conference was held at the El Paso Convention Center.
Sun Bowl Association Executive Director Bernie Olivas said the organization hired a firm to help find the right sponsor and that the agreement is for one year. Olivas also said that from the start he believed Old El Paso would be the “perfect” sponsor.
“It’s a great day for both El Pasos,” Olivas said.
El Paso Mayor Renard Johnson and El Paso County Judge Ricardo Samaniego attended the announcement. Both echoed Olivas. sentiment, saying that in terms of marketing and awareness, having the name “El Paso” is gonna boost the city’s profile.
Samaniego repeatedly referred to the sponsor as “tocayo,” a Spanish term used for people who share the same name.
Full press conference:
Old El Paso announced as the new sponsor of Sun Bowl. Sept. 17, 2026. Credit: KFOX14/CBS4
RECOMMENDED: Whiskey Dicks El Paso to close after more than 20 years
RECOMMENDED: NMSU Hall of Famer Fredd Young dead at 64
Sign up to receive the top interesting stories from in and around our community once daily in your inbox.