Watch live: Sun Bowl reveals new title sponsor in Downtown El Paso

The annual El Paso Sun Bowl is set to announce a new name for its tournament on Thursday, according to officials. The decision comes after Kellogg's, which sponsored the holiday bowl game since 2019 as part of the Tony the Tiger brand, announced it would end its partnership. The Sun Bowl has seen a succession of sponsors over the past four decades, with eight distinct names and six unique sponsors.

The bowl's journey began under the protection of John Hancock Mutual Life Insurance in 1986, but the partnership was short-lived. It was then followed by a series of sponsors, including Norwest Corporation, Wells Fargo, Helen of Troy, Brut, Hyundai Motor America, and most recently, Kellogg's. The bowl's name has changed with each new sponsor, reflecting the evolving landscape of corporate partnerships in college sports.