The Sun Bowl has signed a one-year title sponsorship deal with Tex-Mex food brand Old El Paso, allowing for “another year of stability for one of college football’s longest-running postseason games,” according to Bret Bloomquist of the EL PASO TIMES. The deal, negotiated by The Team, comes after Kellogg’s did not renew its title agreement and signifies the “eighth name change and sixth unique title sponsor” in the game’s 91-year history. The short term of the deal was dictated by the “uncertainty surrounding the future of post-season bowl games and college football.” By contrast, the initial deal with Kellogg’s in 2019 to put the Tony the Tiger name on the game “was a five-year deal that was later extended.” Additionally, the Sun Bowl’s contracts with the ACC and Pac-12 legacy teams “expire at the end of this year’s New Year’s Eve game and no national decision has been made on how big the college football playoff will be for the 2027 season.” The Sun Bowl has “built its reputation on continuity since its debut in 1935, and Old El Paso gives the game a title that feels tied to the region while retaining the Sun Bowl identity” (EL PASO TIMES, 9/17).
