El Paso's Sun Bowl to reveal new sponsor at Downtown event

The Sun Bowl is about to get a new name.

Sun Bowl officials are set to announce its new sponsor Thursday in a news conference at the El Paso convention center.

On Tuesday, Sun Bowl officials announced that Kellogg's was ending its sponsorship of the holiday bowl game, the Tony the Tiger Sun Bowl.

The game is typically played on New Year's Eve.

From John Hancock to now: Sun Bowl's 40-year sponsorship journey

Sun Bowl sponsorship history

Since John Hancock Mutual Life began sponsoring the game in 1986, there have been eight names from six unique sponsors in the bowl's history, including a very unpopular and ultimately short-lived decision in 1989 to drop the Sun Bowl name entirely.

Here is the list of sponsors and bowl names:

• 1986 John Hancock Mutual Life Insurance/John Hancock Sun Bowl
• 1989 John Hancock Mutual Life Insurance/John Hancock Bowl
• 1996 Norwest Corporation/Norwest Sun Bowl
• 1998 Norwest and Wells Fargo merge/Wells Fargo Sun Bowl
• 2003 Helen of Troy/Vitalis Sun Bowl
• 2006 Helen of Troy/Brut Sun Bowl
• 2010 Hyundai Motor America/Hyundai Sun Bowl
• 2019 Kellogg’s Frosted Flakes/ Tony the Tiger Sun Bowl

This story is developing. Check back for updates.

Bret

Bloomquist can be reached at [e-mail]; @Bretbloomquist on X.

This article originally appeared on El Paso Times: El Paso's Sun Bowl to reveal new sponsor at Downtown event