Old El Paso Named Title Sponsor of Sun Bowl

General Mills' Old El Paso brand has signed on as title sponsor of the Sun Bowl, and the December 31, 2026 college football game will now be known as the Old El Paso Sun Bowl. The partnership is framed as a homecoming — Old El Paso traces its roots to 1917 in El Paso, and the Sun Bowl Association's executive director said having a sponsor with origins in the city 'could not have been a better match.' The 93rd annual game, matching universities from the ACC and Legacy Pac-12 conferences, airs live on CBS at 2pm ET; CBS has broadcast the Sun Bowl since 1968.

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