• by David Goetzl , June 28, 2006

Frito-Lay's Tostitos will continue as title sponsor of the Fiesta Bowl via a new deal with Fox. The Tostitos Fiesta Bowl will air on the network starting this January and through 2010. The agreement also gives the brand title sponsorship of the newly created BCS National Championship Game in January.

Last year, a study by sponsorship measurement firm Image Impact found that Frito-Lay benefited from an extra $30 million worth of exposure during the Fiesta Bowl and other BCS game broadcasts. The Tostitos logo appeared on uniform patches, billboards, stadium signage, and other in-game enhancements besides spots in the broadcasts.

The four BCS games appeared on ABC last year. This year, Fox takes over most of the BCS--the Fiesta, Orange, and Sugar Bowls and the BCS title game, while ABC keeps the Rose Bowl--in a new $80 million-a-year deal.

In addition to Tostitos continuing as long-time sponsor of the Fiesta Bowl, Fox has sold title sponsorship of the Sugar Bowl to Allstate, which replaces Nokia on the game. Allstate will also serve as title sponsor of the 2008 BCS title game. FedEx remains as sponsor of the Orange Bowl, and gets to attach its brand to the title game in 2009.

Last January's national championship game, the Rose Bowl battle between Texas and Southern Cal, saw a 73 percent rise in the 18-to-49 demo over the year before.

The Tostitos BCS National Championship Game takes place on Jan. 8 next year, a week after the Fiesta Bowl.

The Fox deal also gives Frito-Lay rights to create national BCS promotions with Fox.