From Meta to Mister Car Wash: El Paso guesses Sun Bowl's next sponsor

The mystery surrounding the Sun Bowl’s next title sponsor has El Paso football fans playing detective.

After the Sun Bowl Association announced Tuesday, Sept. 15, that its seven-year partnership with WK Kellogg Co. and the Tony the Tiger Sun Bowl had ended, Sports radio station ESPN El Paso launched a social media contest asking followers to guess the bowl game’s next sponsor. The post quickly generated hundreds of comments, with fans offering everything from serious predictions to tongue-in-cheek suggestions.

The Sun Bowl Association has already secured a new title sponsor and plans to unveil it Thursday, Sept. 17. Officials have not publicly identified the company.

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The most-liked prediction was “Meta Sun Bowl,” a reference that may resonate with El Paso residents because Meta is constructing a major data center campus in the region. The social media giant’s ongoing investment in the Borderland has generated significant attention, making it a natural subject of speculation when residents discuss large corporate sponsorships.

Other frequently mentioned possibilities included:

• Mister Car Wash

• Circle K

• Old El Paso

• Taco Bell

• Dollar General

• Southwest University

• Chicos Tacos

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• Spirit Halloween

• Fitfam

Other commenters took a humorous approach, proposing names such as the ‘DUI Bowl’ and ‘Property Tax Hike Bowl,’ reflecting topics that often generate discussion online.

The guessing game comes as the Sun Bowl enters a new chapter following the end of the Tony the Tiger era.

The partnership with WK Kellogg Co. began in 2019, making the Tony the Tiger Sun Bowl the first college football bowl game named after a corporate mascot. The Sun Bowl Association thanked Kellogg for its support, noting the company’s involvement in community initiatives through its Mission Tiger program.

Speculation intensified Wednesday, Sept. 16, after reports of a billboard in Downtown El Paso displaying the phrase “A new era begins” above imagery resembling the branding associated with Old El Paso food products. The Sun Bowl Association has not confirmed whether the billboard is connected to the upcoming sponsor announcement.

Fans won’t have to wait much longer.

The Sun Bowl Association has scheduled a 2 p.m. Thursday, Sept. 17, at the El Paso convention center, which is open to the public, to announce the bowl game’s new title sponsor, ending days of online speculation and giving the historic postseason game its latest identity ahead of the Dec. 31 matchup.