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Hyundai touches down with new Sun Bowl deal

The US subsidiary of Korean automotive manufacturer Hyundai has announced a six-year extension to its title sponsorship of the Sun Bowl American football collegiate game.

The deal between the Sun Bowl Association and Hyundai Motor America runs in conjunction with the former's contract renewals with the Pac-12 Conference and Atlantic Coast Conference (ACC) to provide teams for the match through 2019.

This year, the 81st Sun Bowl will take place on December 27 at its traditional home of Sun Bowl Stadium in El Paso. US network CBS will broadcast the game for the 47th consecutive year. Hyundai began its title sponsorship in 2010.

“I have always wanted to make a difference in my community, and I believe through my sponsorship of the Sun Bowl game, we are doing just that,” said Mayor Oscar Leeser, owner of Hyundai of El Paso. “The Sun Bowl produces the largest economic impact of any annual event in El Paso, and I am proud to be able to help ensure that the Sun Bowl continues to have a significant impact on the El Paso economy.”

Over the past decade, the Sun Bowl boasts an average attendance of 50,104, with four sellouts in 2004, 2005, 2009 and 2010.