Tostitos, Fiesta Bowl end partnership after 18 years


With the Bowl Championship Series no more in college football, there’s a lot of sponsorship changes among the spotlight bowls including the bowl that the Big 12 was commonly associated with.

Sports Business Journal (via CBS Sports) reported that Tostitos will no longer sponsor the Fiesta Bowl, ending an 18-year run between the two.

"The Sports Business Journal reported Monday that parent company Frito-Lay will not renew the Tostitos brand’s title sponsorship of the Fiesta Bowl, ending an 18-year association. Per the SBJ, College Football Playoff rights holder ESPN is currently looking for a new Fiesta sponsor."

Other changes include the Orange Bowl now being sponsored by Capital One, the Citrus Bowl returning after Capital One pulls out of that one, and Vizio pulling out of the Rose Bowl, replaced by Northwestern Mutual.

ESPN is increasing the price that sponsors need to pay due to the new College Football Playoff, the reason why Tostitos and other sponsors may be dropping out of representing a major bowl game.

Back in the BCS format, the Big 12 champion was generally represented in the Fiesta Bowl unless they made it to the national championship. That will no longer be the case with a partnership with the SEC in the Champions Bowl and the Fiesta Bowl being a part of the College Football Playoff.

In the last Fiesta Bowl, Central Florida upset Big 12 champion, Baylor, by a 52-42 final score.