{"id":1004386,"date":"2026-09-17T16:42:54","date_gmt":"2026-09-17T20:42:54","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/old-el-paso-named-title-sponsor-of-sun-bowl\/"},"modified":"2026-09-17T16:42:54","modified_gmt":"2026-09-17T20:42:54","slug":"old-el-paso-named-title-sponsor-of-sun-bowl","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/old-el-paso-named-title-sponsor-of-sun-bowl\/","title":{"rendered":"Old El Paso Named Title Sponsor of Sun Bowl"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwuline { text-decoration: underline }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Old El Paso Named Title Sponsor of Sun Bowl<\/b><\/p>\n<p class=\"bwalignc\"><b><i>Partnership brings together two brands with deep ties to the Sun City<\/i><\/b><\/p>\n<p>MINNEAPOLIS&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nThe Sun Bowl Association today announced that Old El Paso, the Tex-Mex food brand from General Mills, is the new title sponsor of the historic Sun Bowl football game, bringing together two names with deep ties to the El Paso community. As a result, the game will now be known as the Old El Paso Sun Bowl.<\/p>\n<p id=\"news-body-cta\">This press release features multimedia. View the full release here: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20260917101969\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260917101969\/en\/<\/a><\/p>\n<div id=\"bwbodyimg\" style=\"width: 480px;float:left;padding-left:0px;padding-right:20px;padding-top:0px;padding-bottom:0px\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260917101969\/en\/2903298\/4\/Old_El_Paso_Sun_Bowl_Logo.jpg\" alt=\"\" \/><\/div>\n<p>\n\u201cBeing the first bowl game to have a corporate title sponsor, the Sun Bowl has been blessed with tremendous partners. Now to have someone whose origins are here in El Paso, it could not have been a better match,\u201d said Sun Bowl Association Executive Director Bernie Olivas. \u201cThis partnership fits perfectly with our community. It allows us to promote not only the city, but a great company that encompasses what El Paso is known for: quality tacos.\u201d<\/p>\n<p>\nThe Old El Paso brand traces its roots to 1917, when the Mountain Pass Canning Company began producing canned foods in the El Paso region. In 1938, the company adopted the Old El Paso name, which helped establish the brand as a leader in Mexican-inspired foods in the United States. Over the following decades, Old El Paso expanded its offerings, introducing products such as hot sauce, taco shells, seasonings, and one of the first Mexican meal kits. Today, Old El Paso is on a mission to bring families together over flavorful meals, proving that originality shouldn\u2019t have to come at the cost of convenience. Believing that no two taco nights should ever be the same, the brand offers a wide variety of quick, easy, and customizable options that make mealtime anything but boring.<\/p>\n<p>\n\u201cWe are absolutely thrilled to bring Old El Paso back to its roots as the title sponsor of the Sun Bowl,\u201d said Ben Bienert, Old El Paso Business Unit Director at General Mills. \u201cAt Old El Paso, we believe that just like a great football game, a family taco night is all about bringing people together, having fun, and making memories. Partnering with such an iconic, community-first event in the very city where our story began is a true homecoming for us. We can\u2019t wait to kick off this exciting new chapter and fans can definitely expect Elroy, our larger-than-life singing cowboy, to bring his signature swagger and flair to the celebration, both in the stadium and around the dinner table!\u201d<\/p>\n<p>\nScheduled for December 31, 2026, the 93rd annual Old El Paso Sun Bowl will kick off at and air live on CBS at 2pm ET\/12pm MT. CBS has broadcast the Sun Bowl since 1968, making its relationship with the Sun Bowl Association one of the network&#8217;s longest running. This year\u2019s game will feature a matchup between universities from the ACC and Legacy Pac-12 Conferences.<\/p>\n<p>\nThe partnership was brokered by THE\u00b7TEAM, the global sport, music and entertainment company, through its dedicated U.S. Rights Sales group, which represents the Sun Bowl Association\u2019s commercial rights.<\/p>\n<p><b><span class=\"bwuline\">ABOUT GENERAL MILLS<\/span><\/b><\/p>\n<p>\nGeneral Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, H\u00e4agen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino\u2019s, Annie\u2019s, Wanchai Ferry and more. General Mills generated fiscal 2026 net sales of U.S. $18 billion. In addition, the company\u2019s share of non-consolidated joint venture net sales totaled U.S. $1 billion. For more information, visit <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.generalmills.com%2F&amp;esheet=54605593&amp;newsitemid=20260917101969&amp;lan=en-US&amp;anchor=www.generalmills.com&amp;index=1&amp;md5=8c0f139362f87638e5f43d55c2ac0336\">www.generalmills.com<\/a>.<\/p>\n<p><b><span class=\"bwuline\">ABOUT THE SUN BOWL ASSOCIATION<\/span><\/b><\/p>\n<p>\nThe Sun Bowl Association is a volunteer-based non-profit 501(c)(3) organization. The Sun Bowl Association, with the help of over 700 volunteers, promotes and serves the El Paso community and features a year-round schedule of events culminating with the annual Old El Paso Sun Bowl football game. Other Sun Bowl core events include the Nusenda Credit Union Sun Bowl Pickleball Tournament, the Glasheen, Valles, &amp; Inderman Injury Lawyers Sun Bowl Parade, the WestStar Don Haskins Sun Bowl Basketball Invitational, the Old El Paso Sun Bowl Fan Fiesta presented by El Paso LIVE, and the Old El Paso Sun Bowl Pregame Fan Party presented by Visit El Paso. Follow the Sun Bowl Association on Instagram (@oldelpasosunbowl), Facebook (@OldElPasoSunBowl), and X (@OldElPasoSB).<\/p>\n<p class=\"bwalignc\"><a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.sunbowl.org&amp;esheet=54605593&amp;newsitemid=20260917101969&amp;lan=en-US&amp;anchor=www.sunbowl.org&amp;index=2&amp;md5=ca79f93fa99e1280c2516990eb09aa75\">www.sunbowl.org<\/a><b>||<\/b><b>Instagram:<\/b> @oldelpasosunbowl<b> || Facebook: <\/b>@OldElPasoSunBowl <b>||<\/b><b>X<\/b>: @OldElPasoSB<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260917101969r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20260917101969\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260917101969\/en\/<\/a><\/span><\/p>\n<p><b>General Mills Communications<br \/>\n<\/b><br \/>763-764-6364<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:media.line@genmills.com\">media.line@genmills.com<\/a><\/p>\n<p><b>The Sun Bowl Association<br \/>\n<\/b><br \/>Richie Davis<br \/>\n<br \/>915-474-7665<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:rdavis@sunbowl.org\">rdavis@sunbowl.org<\/a><\/p>\n<p><b>KEYWORDS:<\/b> United States North America Texas<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Sports Restaurant\/Bar Other Retail Football Supermarket Food\/Beverage Discount\/Variety Retail<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Photo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260917101969\/en\/2903298\/3\/Old_El_Paso_Sun_Bowl_Logo.jpg\" alt=\"Photo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Old El Paso Named Title Sponsor of Sun Bowl Partnership brings together two brands with deep ties to the Sun City MINNEAPOLIS&#8211;(BUSINESS WIRE)&#8211; The Sun Bowl Association today announced that Old El Paso, the Tex-Mex food brand from General Mills, is the new title sponsor of the historic Sun Bowl football game, bringing together two names with deep ties to the El Paso community. As a result, the game will now be known as the Old El Paso Sun Bowl. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260917101969\/en\/ \u201cBeing the first bowl game to have a corporate title sponsor, the Sun Bowl has been blessed with tremendous partners. Now to have someone whose origins are here in &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/old-el-paso-named-title-sponsor-of-sun-bowl\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Old El Paso Named Title Sponsor of Sun Bowl&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-1004386","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Old El Paso Named Title Sponsor of Sun Bowl - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/old-el-paso-named-title-sponsor-of-sun-bowl\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Old El Paso Named Title Sponsor of Sun Bowl - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Old El Paso Named Title Sponsor of Sun Bowl Partnership brings together two brands with deep ties to the Sun City MINNEAPOLIS&#8211;(BUSINESS WIRE)&#8211; The Sun Bowl Association today announced that Old El Paso, the Tex-Mex food brand from General Mills, is the new title sponsor of the historic Sun Bowl football game, bringing together two names with deep ties to the El Paso community. As a result, the game will now be known as the Old El Paso Sun Bowl. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260917101969\/en\/ \u201cBeing the first bowl game to have a corporate title sponsor, the Sun Bowl has been blessed with tremendous partners. 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As a result, the game will now be known as the Old El Paso Sun Bowl. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20260917101969\/en\/ \u201cBeing the first bowl game to have a corporate title sponsor, the Sun Bowl has been blessed with tremendous partners. 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