• by David Goetzl  @dgoetzl, January 10, 2006

Frito-Lay's Tostitos, which garners loads of publicity as the title sponsor of college football's Fiesta Bowl, scored an additional $30 million worth of exposure during ABC's telecast of the Bowl Championship Series last week, according to one evaluation.

Image Impact, a sponsorship measurement firm, detected 520 shots of the brand's logo (valued at $26 million-plus) during the Tostitos Fiesta Bowl broadcast, plus some $4 million more in exposure during the other three BCS games.

Logos appeared in various forms, including stadium signage, uniform patches, billboards, and other in-game enhancements. The values were calculated based on the following costs of 30-second spots during the four bowl games: Rose ($800,000), Fiesta ($500,000), Orange ($450,000) and Sugar ($400,000).

Overall, the four title sponsors of the BCS games received $106 million worth of in-game exposure during the four broadcasts, Image Impact said. Orange Bowl sponsor FedEx came in just behind Tostitos, garnering $29 million-plus. Citi, the sponsor of the Rose Bowl, received some $25 million, while Nokia got $21 million for the Sugar Bowl.

The national championship Rose Bowl game was a huge ratings success, but Image Impact said the value of Citi's exposure was lower due to limited stadium signage in the Pasadena, Calif. venue.

Nokia ended its sponsorship of the Sugar Bowl last week. Fox, which carries the Bowl Championship Series next year, will need to find a title sponsor for both the Sugar Bowl and the new national championship game to debut next January.