Tony the Tiger Sun Bowl era ends as sponsorship deal expires

The Sun Bowl is about to have a new name, which will be announced "shortly." This will come about because the partnership agreement between the Sun Bowl Association and WK Kellogg Co., the title sponsor of the Sun Bowl game since 2019, known as the Tony the Tiger Sun Bowl, has expired, the bowl said

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What is the story about?

The Sun Bowl is about to have a new name, which will be announced "shortly."

This will come about because the partnership agreement between the Sun Bowl Association and WK Kellogg Co., the title sponsor of the Sun Bowl game since 2019, known as the Tony the Tiger Sun Bowl, has expired, the bowl said in a news release on Tuesday, Sept. 15.

On the Sun Bowl's site, a banner photo of the Sun Bowl has the Tony the Tiger logo erased from midfield.

Tony the Tiger stands on the field during a football game between Duke and Arizona State in the Tony the Tiger Sun Bowl at Sun Bowl Stadium in El Paso, Texas, on Wednesday, Dec. 31, 2025.

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

Per the Sun Bowl's new release announcing

this, a new title sponsor has been secured and "will be announced shortly." In 2019, the Sun Bowl announced its partnership with Kellogg's on Aug. 20.

Bret Bloomquist can be reached at bbloomquist@elpasotimes.com; @Bretbloomquist on X.

This article originally appeared on El Paso Times: Tony the Tiger Sun Bowl era ends as sponsorship deal expires