Sun Bowl unveils ‘Tony the Tiger’ as its new sponsor

The Sun Bowl Association announced on Tuesday that its signature El Paso college football bowl game will now be named the ‘Tony the Tiger Sun Bowl’ as a result of a new sponsorship deal with breakfast cereal maker Kellogg’s.

This year’s game will be played on Dec. 31 at Sun Bowl stadium featuring a matchup between teams from the ACC and the Pac-12 conferences.

Officials confirmed to ABC-7 that what was publicly described as a “multi-year partnership” is actually a four-year contract. Part of the deal includes helping fund youth sports initiatives as both the Sun Bowl and Kellogg’s outlined in a joint statement:

In 1935, the first-ever Sun Bowl was played to benefit underprivileged children and to finance improvements for the El Paso High School Stadium. In 2019, the Tony the Tiger Sun Bowl will align with Tony’s “Mission Tiger” initiative, raising awareness and funds for at-risk middle school sports programs through a multiyear partnership with nonprofit DonorsChoose.org. Whether a team has been eliminated, needs to upgrade training equipment or needs new uniforms, “Mission Tiger” is ready to help.

Watch the entire news conference announcing the agreement in the video player below…