{"id":440166,"date":"2026-09-18T17:10:15","date_gmt":"2026-09-18T17:10:15","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-tx\/440166\/"},"modified":"2026-09-18T17:10:15","modified_gmt":"2026-09-18T17:10:15","slug":"old-el-paso-signs-short-term-deal-to-title-sponsor-sun-bowl-amid-college-football-uncertainty","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-tx\/440166\/","title":{"rendered":"Old El Paso signs short-term deal to title sponsor Sun Bowl amid college football uncertainty"},"content":{"rendered":"

The Sun Bowl has signed a one-year title sponsorship deal with Tex-Mex food brand Old El Paso, allowing for \u201canother year of stability for one of college football\u2019s longest-running postseason games,\u201d according to Bret Bloomquist of the EL PASO TIMES. The deal, negotiated by The Team, comes after Kellogg\u2019s did not renew its title agreement<\/a> and signifies the \u201ceighth name change and sixth unique title sponsor\u201d in the game\u2019s 91-year history. The short term of the deal was dictated by the \u201cuncertainty surrounding the future of post-season bowl games and college football.\u201d By contrast, the initial deal with Kellogg\u2019s in 2019 to put the Tony the Tiger name on the game \u201cwas a five-year deal that was later extended.\u201d Additionally, the Sun Bowl\u2019s contracts with the ACC and Pac-12 legacy teams \u201cexpire at the end of this year\u2019s New Year\u2019s Eve game and no national decision has been made on how big the college football playoff will be for the 2027 season.\u201d The Sun Bowl has \u201cbuilt 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\u201d (EL PASO TIMES, 9\/17<\/a>).<\/p>\n","protected":false},"excerpt":{"rendered":"The Sun Bowl has signed a one-year title sponsorship deal with Tex-Mex food brand Old El Paso, allowing…\n","protected":false},"author":2,"featured_media":440167,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[261,138,140,139,11698],"class_list":["post-440166","post","type-post","status-publish","format-standard","has-post-thumbnail","category-el-paso","tag-college-football","tag-el-paso","tag-el-paso-headlines","tag-el-paso-news","tag-sun-bowl"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts\/440166","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/comments?post=440166"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/posts\/440166\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/media\/440167"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/media?parent=440166"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/categories?post=440166"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-tx\/wp-json\/wp\/v2\/tags?post=440166"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}