Sun Bowl Enters New Era as Old El Paso Replaces Tony the Tiger

From Kellogg to Old El Paso: A New Chapter

As the Sun Bowl prepares to kick off its next era, the game's newest sponsor is Old El Paso, replacing longtime partner Kellogg's. This change comes after a decades-long partnership with the cereal giant ended, signaling a major transition for one of college football's most storied bowl games.

"We're excited to welcome Old El Paso as our new flagship sponsor," said Sun Bowl officials in a statement. "This is a natural fit and shows our continued commitment to community partnerships and local businesses."

The announcement was made at a Downtown El Paso event, where the Sun Bowl board and local leaders gathered to share details of the new sponsorship agreement. The move not only introduces a new corporate face but also aligns with the game's growing focus on regional identity and pride.

A Legacy in Transition

Kellogg's sponsorship of the Sun Bowl began back in the 1970s, making it one of the longest-running sponsorships in the game's history. Over the years, Kellogg's presence was woven into the fabric of the bowl's traditions, from signage and promotions to the iconic presence of Tony the Tiger during halftime.

But as corporate sponsorship landscapes evolve, the decision to end that partnership reflects a broader shift in how sports organizations approach long-term branding. While Kellogg's legacy remains strong in El Paso and beyond, the game is now looking toward a new era with Old El Paso—another local favorite brand that resonates with fans.

Old El Paso's Role in the Game

Old El Paso has deep roots in the region and is known for its commitment to Mexican cuisine and cultural heritage. The brand's alignment with the Sun Bowl's mission to showcase both regional pride and college athletics makes it a perfect fit.

In a recent interview, a spokesperson for Old El Paso said, "We've always believed in supporting events that bring communities together. The Sun Bowl has been an integral part of El Paso's identity for decades, and we're honored to continue that legacy."

• Old El Paso will feature prominently in game-day promotions
• New signage and branding will appear throughout the stadium
• Special promotional items and events are planned for fans

The Cultural Impact of Sponsorship

The shift from Tony the Tiger to Old El Paso isn't just about business—it's about culture, community, and how brands connect with local identity. In an age where sports are increasingly seen as cultural institutions, sponsors must reflect the values and interests of their communities.

For El Paso, the Sun Bowl is more than a football game; it's a celebration of local heritage, family traditions, and pride in the region's rich history. With Old El Paso stepping into the spotlight, fans can expect a renewed focus on community-centered programming and authentic engagement.

Looking Forward: What Comes Next?

While this change marks a significant moment for the Sun Bowl, it also opens up new possibilities. The game's leadership is exploring additional partnerships that could further enhance the fan experience—especially with local businesses and cultural institutions.

We're seeing how major sporting events can evolve with the times, adapting their messaging, sponsors, and offerings to stay relevant. With this new sponsorship, the Sun Bowl is sending a clear message: it's still very much rooted in community, but it's also embracing change and innovation.

What This Means for Fans

Fans will likely notice Old El Paso branding across the stadium, from banners to promotional merchandise. The brand's presence may also extend into halftime shows, pre-game entertainment, and special fan experiences designed to reflect its connection to regional cuisine and heritage.

The Sun Bowl has always been about bringing people together—now, it's doing so with a brand that shares those same values. As we look ahead, this transition could serve as a model for how other major sports events might re-evaluate their sponsorship strategies in the modern age.