Tony the Tiger Sun Bowl receives new title sponsor

EL PASO, Texas (KVIA) -- The partnership agreement between the Sun Bowl Association and WK Kellogg Co. expired, the association announced Tuesday. Kellogg had been the title sponsor of the Tony the Tiger Sun Bowl since 2019.

“The last seven years with WK Kellogg Co. and the Tony the Tiger Sun Bowl were tremendous,” said SBA Executive Director Bernie Olivas. “Their commitment to the El Paso community will never be forgotten.”

The Sun Bowl Association said it secured a new title sponsor. The Sun Bowl Association said it will name the new sponsor Thursday.

Kellogg's Frosted Flakes created Mission Tiger, a national initiative that helped underfunded programs across the country. The Sun Bowl Association said the initiative supported more than two million middle school students in their love for sports.

The 93rd edition of the Sun Bowl game is set for Dec. 31.