The Sun Bowl takes on Tony the Tiger as sponsor after agreement with Frosted Flakes
Kellogg’s Frosted Flakes was announced Tuesday as the title sponsor of the newly-named Tony the Tiger Sun Bowl.
The postseason contest scheduled for Dec. 31, 2019 will match members of the ACC and Pac-12 at the Sun Bowl in El Paso, Texas. The sponsorship agreement between the Sun Bowl Association and Frosted Flakes was brokered by Denver-based Impression Sports & Entertainment.
The multiyear partnership is marked by Tony the Tiger being the first mascot to lend his name to a college football bowl game. What’s more, Tony is returning the Sun Bowl to its inaugural mission — helping kids play sports — something that hasn’t been a focus since the birth of the Sun Bowl.
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.
“In light of the recent, heartbreaking events in El Paso, it is more important now than ever to focus on the strength of this community and the events that make our city great,” said Bernie Olivas, Executive Director of the Sun Bowl Association. “That’s why we are thrilled to partner with Tony the Tiger and Frosted Flakes to help continue this event’s longstanding tradition of uniting our community, and with a renewed focus on aiding middle school sports, we hope to positively impact families and young athletes beyond game day.”