The Sun Bowl will enter into a new era of its 86-year-old bowl game by naming Kellogg’s Frosted Flakes the title sponsor of the newly-named Tony the Tiger Sun Bowl.

This matchup will still pin a power-five team among members of the ACC and Pac-12 at the Sun Bowl on Dec. 31.

Sun Bowl

The partnership, which Steve Kaplowitz reported as a four-year agreement, makes Tony the Tiger the first mascot to lend its name to a college football bowl game. The focus of the sponsorship is to "help kids play sports."

Tony’s “Mission Tiger” initiative is aimed to raise awareness and funds for at-risk middle school sports programs through a multiyear partnership with nonprofit DonorsChoose.org. This can help programs improve their training facilities or help get schools new uniforms.

“Tony the Tiger has been dedicated to fueling active kids since 1952, and it’s a core value we share with the founders of the Sun Bowl Association,” said Brant Wheaton, Marketing Director of Kellogg U.S. Ready-To-Eat Cereal segment. “At Frosted Flakes, we believe every kid should have a chance to be able to play like a Tiger and are committed to keeping middle school kids active in the El Paso community and beyond.”

“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,” said 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, and with a renewed focus on aiding middle school sports, we hope to positively impact families and young athletes beyond game day.”