Kellogg’s Frosted Flakes Becomes Title Sponsor Of Tony The Tiger Sun Bowl

The Sun Bowl’s new sponsor is “GRRREAT!”

The Sun Bowl Association announced back in August Kellogg’s Frosted Flakes as the title sponsor of the Tony The Tiger Sun Bowl.

The game — held annually in El Paso, Texas — will feature a meeting between members of the Atlantic Coast Conference and Pac-12 on Dec. 31. It will be televised by CBS for the 52nd straight year.

“Tony the Tiger has been dedicated to fueling active kids since 1952, and it’s a core value we share with the founders of the Sun Bowl Association,” said Brant Wheaton, Marketing Director of Kellogg U.S. Ready-To-Eat Cereal segment. “At Frosted Flakes, we believe every kid should have a chance to be able to play like a Tiger and are committed to keeping middle school kids active in the El Paso community and beyond.”

In addition to the name change, the 86-year-old Sun Bowl — previously sponsored by John Hancock (1986-93), Norwest (1996-98), Wells Fargo (1999-2003), Vitalis (2004-05), Brut (2006-09) and Hyundai (2010-18) — received a new logo, with Tony the Tiger outfitted with eye black peering over his name and the Sun Bowl wordmark.