• by Richard Whitman , Columnist, August 20, 2019

Here’s a first: Kellogg’s Frosted Flakes has signed a deal to be title sponsor of the newly named Tony The Tiger Sun Bowl.

The multiyear partnership is said to be the first time a brand mascot has become part of the official name of a college-football bowl game.

The postseason contest will feature a matchup between ACC and Pac-12 schools at the Sun Bowl in El Paso, Texas, on Dec. 31, 2019, and will be televised for the 52nd consecutive year on CBS.

The agreement was brokered by Denver-based Impression Sports & Entertainment.

In 1935, the first-ever Sun Bowl was played to benefit underprivileged children and to finance improvements for the El Paso High School Stadium. Now, the Tony the Tiger Sun Bowl will align with Kellogg’s “Mission Tiger” initiative, raising awareness and funds for at-risk middle-school sports programs through a multiyear partnership with nonprofit DonorsChoose.org.

The program helps teams in financial need and assists with issues like training equipment upgrades or new uniforms.

“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,” stated 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. With a renewed focus on aiding middle-school sports, we hope to positively impact families and young athletes beyond game day,” he added.