Cereal brand Kellogg’s Frosted Flakes has agreed a deal to title sponsor the Sun Bowl college American football game, which will now be known as the Tony the Tiger Sun Bowl.
The multi-year agreement makes Tony the Tiger the first mascot to lend its name to a college football bowl game. The deal has been signed ahead of the 2019 game between members of the ACC and Pac-12 at the Sun Bowl stadium in El Paso, Texas on December 31.
The agreement between the Sun Bowl Association and Frosted Flakes was brokered by the Impression Sports & Entertainment agency.
Organisers said the partnership will help return the Sun Bowl to its inaugural mission of helping kids play sport. The first edition of the game was held in 1935 to benefit underprivileged children and finance improvements for the El Paso High School Stadium.
This year, the game will work with Tony the Tiger’s ‘Mission Tiger’ initiative to raise awareness and funds for at-risk middle school sports programmes through a multi-year partnership with non-profit organisation DonorsChoose.org.
A new logo incorporating Tony the Tiger has also been created for this year’s game. The partnership will be promoted across digital and social media, with Kellogg’s Frosted Flakes to benefit from in-stadium exposure, product sampling and on-site activation at the game and other Sun Bowl organisation events.