A New Era for the Sun Bowl: Tony the Tiger Era Comes to an End in El Paso

By PREP1 Sports EL PASO, Texas — One of the most recognizable partnerships in El Paso sports history is coming to an end. The Sun Bowl Association announced Tuesday, September 15, 2026, that its long-running partnership with WK Kellogg Co. and Tony the Tiger® has concluded, bringing the curtain down on the Tony the Tiger era at the historic Sun Bowl. The announcement was made through the Sun Bowl Association's social media channels, accompanied by a message thanking Tony the Tiger, WK Kellogg Co. and the many people who helped make the partnership part of the bowl's history. “Thank you for the energy. Thank you for the memories. Thank you for being a part of the Sun Bowl family.” The message closed with a clear signal that change is coming: “Now, we’re ready to turn the page and begin this new chapter. New era. Same Sun.” And that new era could have a name very soon. A Partnership That Became Part of El Paso Tony the Tiger became synonymous with the Sun Bowl during a partnership that began in 2019, connecting the iconic Frosted Flakes character with one of college football's longest-running postseason traditions. The relationship also tied into Kellogg's Mission Tiger initiative, which focused on supporting opportunities for children to participate in sports. Over the years, Tony wasn't simply a logo attached to the bowl. He became a recognizable presence around Sun Bowl Stadium, at community events, on game day and throughout the bowl's promotional efforts. For El Paso football fans, seeing Tony the Tiger on the field became part of the experience. And for a generation of young athletes and fans, the partnership represented something beyond the December bowl game itself. The Sun Bowl Association has long emphasized its community mission. Founded in 1934, the organization was created in part to present a nationally significant football attraction, promote El Paso and the Southwest, and generate tourism for the region. That mission made the connection with Mission Tiger particularly fitting. A Significant Chapter in Sun Bowl History The departure of WK Kellogg Co. marks another significant transition in a bowl game that has repeatedly evolved with its title sponsors. The Sun Bowl has previously carried the names of John Hancock, Norwest, Wells Fargo, Vitalis, Brut and Hyundai before entering the Kellogg era. The organization notes that Hyundai's title sponsorship ran through the 2018 game before Kellogg's Frosted Flakes became the next title sponsor. In July 2024, the Sun Bowl Association announced that WK Kellogg Co. had renewed its sponsorship for at least two additional years, with an option for additional seasons following the 2025 game. That chapter has now officially closed. What's Next? The biggest question for El Paso college football fans is obvious: Who will be the next title sponsor of the Sun Bowl? According to the Sun Bowl Association's announcement, the answer is expected later this week. That announcement will officially introduce the next chapter for a bowl that has been a fixture in El Paso since the first game was played in 1935. The 2026 Sun Bowl is currently scheduled for December 31 at Sun Bowl Stadium, continuing the longstanding New Year's Eve tradition in El Paso. For now, the Tony the Tiger logo will remain part of the memories. The photos will remain. The stories will remain. The community impact will remain. But when the next team takes the field at Sun Bowl Stadium this December, the name above the game will represent a new chapter in one of El Paso's most recognizable sporting traditions. Tony the Tiger is out. The Sun Bowl moves forward. New era. Same Sun. PREP1 TAKE For nearly a decade, Tony the Tiger became more than a title sponsor in El Paso — the character became part of the visual identity of the Sun Bowl experience. The next sponsor will inherit a bowl with nearly a century of history and a deeply established place in the Borderland sports landscape. Now, all eyes turn toward the Sun Bowl Association for the next announcement. PREP1 will have the new title sponsor and the details as soon as they are officially announced. Photo: PREP1 Network / @raynavarro.98