Sun Bowl Reveals New Title Sponsor at Downtown Event

Overview

• Sun Bowl officials announced on Sept. 15 that WK Kellogg Co. would end its Tony the Tiger sponsorship, leaving the holiday game without a title partner.
• The Sun Bowl Association said it had secured a replacement and held a public news conference at 2 p.m. on Thursday, Sept. 17, to unveil the new sponsor.
• Local guessing games and a downtown billboard saying “A new era begins” drove intense public speculation, with a social-media contest run by ESPN El Paso producing hundreds of suggestions and 'Meta Sun Bowl' the most-liked entry.
• KVIA reported that the Sun Bowl association named Old El Paso as the game's new title sponsor at the Sept. 17 event, a change that local bars and businesses told reporters will alter the look and marketing around the Dec. 31 game.
• The Sun Bowl has cycled through multiple corporate names since 1986, and the new partnership will shape tourism, local business exposure, and community programs tied to the annual New Year's Eve matchup.