‘Honestly, it’s different’ El Paso sports bars react to Sun Bowl title sponsor change

EL PASO, Texas (KVIA) -- There can be a fair argument made that fewer things represent El Paso and it's community more on the national stage than the annual Sun Bowl game at the stadium that bears it's name.

The 93th edition of the game coming this December, making it the second oldest active college football bowl game in the country, remains a noble holiday for those in the Borderland, bringing back many fond memories.

"I would go to the game when I was younger," Miguel Chavez, the general manager of District Pub & Kitchen in West El Paso told ABC-7. "being there that day and seeing all the different teams that come into our city, and we show love to every team that comes and does the Sun Bowl."

Now, the nearly century-old game is getting a new makeover, as the Sun Bowl association announced Monday that the game's new title sponsor would be Old El Paso, the taco brand owned by General Mills.

As ABC-7 has reported, the partnership agreement between the association and WK Kellogg Co. expired, ending Kellogg's time owning the title sponsor rights as the Tony the Tiger Sun Bowl, as they had since 2019.

"It's a little sad because it's the end of an era," Kathalina Ziffer, an employee at Westside's 3rd Hole in West El Paso told ABC-7. "growing up around the Sun Bowl and seeing like the mascot...It was nice."

However, those who have benefited off the business and tourism the game brings welcome the new name.

"It's really cool that El Paso is in the name. So it's a great exposure for us," Ziffer said.