Tony the Tiger Reclaims Sun Bowl Title Partnership

EL PASO, Texas – As football teams require GR-R-REAT teamwork on the field, WK Kellogg Co and the Sun Bowl Association have found that the two are spectacular teammates when it comes to hosting the annual Tony the Tiger® Sun Bowl. Because of that, there is a renewed contract for WK Kellogg Co to sponsor the Tony the Tiger® Sun Bowl game for at least two more years.

The Sun Bowl Association and WK Kellogg Co agreed to two years of sponsorship with the option to sign for two more years after the 2025 game. The Tony the Tiger® Sun Bowl features the first mascot to lend its’ name to a college football bowl game.  What’s more, Tony the Tiger and the Sun Bowl will continue to promote and focus on the Sun Bowl Association’s inaugural mission – helping kids play sports.

“We are thrilled to continue to partner with the Sun Bowl Association and appreciate everything the organization does for the city of El Paso,” said Doug VanDeVelde, Chief Growth Officer, WK Kellogg. “This is a highlight of the year for us and we look forward to growing our relationship to bring more amazing games and traditions to fans in El Paso.”

The Sun Bowl features events all week long that celebrate the city and welcome visitors to enjoy the sense of community that comes from playing and watching football.

The 91st Annual Tony the Tiger® Sun Bowl Game is scheduled to be held on Tuesday, Dec. 31, 2024, at Sun Bowl Stadium in El Paso, Texas.  The game kicks-off at Noon (MT) and will be televised on CBS for the 56th consecutive year, which is the longest running partnership between one bowl game on one network.

“We are all very excited to be able to come to an agreement and renew our relationship with WK Kellogg Co,” said Sun Bowl Association Executive Director Bernie Olivas. “This sponsorship renewal highlights the growing partnership between Kellogg’s and the Sun Bowl Association, showcasing our mutual commitment to delivering an unforgettable experience for college football fans each year.”

In addition to the exclusive naming rights, the Tony the Tiger® Sun Bowl will continue to use its colorful and standout logo for the game. The fully integrated partnership will be amplified across digital and social media, content, in-stadium exposure, product sampling and on-site activation at the game and other Sun Bowl organization events.

The Tony the Tiger® Sun Bowl, the second oldest bowl game in the nation, is the second of five bowl games being played on Dec. 31, 2024, and the only bowl game to be televised on CBS.

Follow the Tony the Tiger® Sun Bowl through social media on X (formerly Twitter), Facebook and Instagram, and learn more at MissionTiger.com. Ticket packages for the 2024 Tony the Tiger® Sun Bowl go on sale on Sept. 1, 2024, and can be purchased by visiting SunBowl.org or calling 915-533-4416.

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ABOUT THE SUN BOWL ASSOCIATION

The Sun Bowl Association is a volunteer based nonprofit 501(c)(3) organization. The Sun Bowl Association, with the help of over 700 volunteers, promotes and serves the El Paso community and features a year-round schedule of events, culminating with the Annual Tony the Tiger® Sun Bowl football game.

The Sun Bowl Association was founded in 1935 with a threefold purpose: 1) to present a football attraction of national importance, 2) to promote El Paso and the Southwest and 3) to generate tourist income for the area. On Oct. 18, 1934, at a meeting of the El Paso Kiwanis Club, Dr. Brice Schuller suggested that the club sponsor a football game on New Year’s Day, matching an El Paso High School All-Star Team against a worthy opponent. The motion was passed unanimously. It was decided to ask for public suggestions as to the name of this annual game, and the name “Sun Bowl” was submitted by Dr. C.M. Hendricks, who became the first president of the Sun Bowl Association.

About WK Kellogg Co

At WK Kellogg Co, we bring our best to everyone, every day through our trusted foods and brands. Our journey began in 1894, when our founder W.K. Kellogg reimagined the future of food with the creation of Corn Flakes, changing breakfast forever. Our iconic brand portfolio includes Kellogg’s Frosted Flakes®, Rice Krispies®, Froot Loops®, Kashi®Special K®, Kellogg’s Raisin Bran®, and Bear Naked®. With a presence in the majority of households across North America, our brands play a key role in enhancing the lives of millions of consumers every day, promoting a strong sense of physical, emotional and societal wellbeing. Our beloved brand characters, including Tony the Tiger® and Toucan Sam®, represent our deep connections with the consumers and communities we serve.  Through our sustainable business strategy – Feeding HappinessTM – we aim to build healthier and happier futures for families, kids and communities. We are making a positive impact, while creating foods that bring joy and nourishment to consumers. For more information about WK Kellogg Co and Feeding Happiness, visit www.wkkellogg.com.