Earning Its Stripes: College Football’s Sun Bowl Re-branded As Tony the Tiger Sun Bowl
Tuesday, a new era of college football begins as Kellogg’s Frosted Flakes® is announced as the title sponsor of the newly-named Tony the Tiger® Sun Bowl. The postseason contest will feature a power-five matchup between members of the ACC and Pac-12 at the Sun Bowl in El Paso, Texas, on Dec. 31, 2019, and will be televised for the 52nd consecutive year on CBS (News 3 in Hampton Roads). The agreement between the Sun Bowl Association and Frosted Flakes® was brokered by Denver-based Impression Sports & Entertainment.
The multiyear partnership is marked by Tony the Tiger® being the first mascot to lend his name to a college football bowl game. What’s more, Tony is returning the Sun Bowl to its inaugural mission — helping kids play sports — something that hasn’t been a focus since the birth of the Sun Bowl.
Kellog’s Corn Flakes made 13,5 billion US dollars of turnover in 2018. Nothing of that money goes to tiger conservation.
That’s strange to say at the least because the brand was made and is still famous because of Tony the Tiger, the mascotte they use to promote their cornflakes.
Now Kellog’s is sponsoring the opening of the College Football season in El Paso – promoting Mission Tiger. But Mission Tiger is strangely enough not about saving tigers but helping underprivileged kids (a good cause as well).
But we call on Kellog’s to do substantially more on tiger conservation. We think they owe it to Tony. And they have the money.