Old El Paso Secures Title Sponsorship of Sun Bowl in El Paso Homecoming
Event summary
- Old El Paso, a General Mills brand, becomes title sponsor of the Sun Bowl, renaming it the Old El Paso Sun Bowl.
- The 93rd annual game is scheduled for December 31, 2026, airing on CBS at 2pm ET/12pm MT.
- Old El Paso traces its roots to El Paso, where the Mountain Pass Canning Company began operations in 1917.
- The partnership was brokered by THE·TEAM, representing the Sun Bowl Association’s commercial rights.
The big picture
Old El Paso’s sponsorship of the Sun Bowl represents a strategic homecoming, leveraging its deep ties to El Paso to strengthen community engagement. This move aligns with General Mills’ Accelerate strategy, which emphasizes bold brand-building and innovation. The partnership also underscores the growing trend of consumer brands investing in sports sponsorships to drive brand loyalty and market differentiation.
What we're watching
- Brand Alignment
- How Old El Paso’s sponsorship will enhance its brand affinity in El Paso and beyond.
- Event Integration
- The pace at which Old El Paso incorporates its mascot, Elroy, into Sun Bowl promotions.
- Strategic Fit
- Whether this partnership signals a broader shift in General Mills’ sports marketing strategy.