Minneapolis, MN, Sept 17, 2026 — Modern college football bowl season is often defined by a chaotic carousel of corporate sponsors—from short-lived crypto exchanges to obscure fintech apps vying for three hours of fleeting consumer attention.
The Sun Bowl Association, however, has just bucked the trend in refreshing fashion by partnering with a brand that shares its literal namesake.
General Mills has officially announced that Old El Paso will step in as the title sponsor of the historic post-season clash, formally christening the event the Old El Paso Sun Bowl.
Key Takeaways
- Authentic Homecoming: Old El Paso traces its roots directly to the borderland, founded locally in 1917 as the Mountain Pass Canning Company.
- Game Details: The game is set for Thursday, December 31, 2026, kicking off live on CBS at 2:00 PM ET.
- Conference Matchup: The contest continues its high-profile partnership featuring marquee programs from the ACC and the Legacy Pac-12.
- Historic Milestone: First played in 1935, the Sun Bowl is tied with the Sugar and Orange Bowls as the second-oldest bowl game in college football history.
Corporate sponsorships hit hardest when grounded in genuine regional heritage rather than a detached conglomerate writing a blank check.
Before becoming a staple in grocery aisles across the globe, the brand was established along the Rio Grande in 1917 as the Mountain Pass Canning Company, officially adopting the Old El Paso moniker in 1938.
Returning to the Sun City feels far less like a generic marketing deal and more like an overdue homecoming.
Sun Bowl Association Executive Director Bernie Olivas noted the perfect fit during the announcement, pointing out the city’s shared identity with the Tex-Mex giant.
“When you look for a title partner, you want someone who appreciates what makes this city and this game unique,” said Sun Bowl Association Executive Director Bernie Olivas. “Old El Paso isn’t just a corporate logo on our field; this brand was born here. Their team understands the culture, the hospitality, and the incredible food traditions that define El Paso. We couldn’t ask for a more fitting ambassador for our game.”
The excitement is mutual on the corporate side, where General Mills sees the bowl game as the ultimate platform to bring families together over shared meals and holiday football.
“This bowl game has been a staple of holiday sports viewing for generations, just as Old El Paso has been a staple at family dinner tables,” said Jenny Perez, Vice President of Brand Marketing at General Mills. “To bring our brand back to where its story began—on a national stage like the Sun Bowl—is a tremendous honor. We’re excited to turn game day into a full-scale celebration for the local community and fans across the country.”
Few postseason traditions boast the visual grandeur of the Sun Bowl Stadium, carved into the rugged backdrop of the Franklin Mountains.
Outside of the Rose Bowl, no postseason game has an older continuous run.
Broadcast network CBS has carried the game every year since 1968, making it one of the longest sports-media partnerships in television history.
The commercial rights package was brokered via THE·TEAM’s U.S. Rights Sales group.
In addition to ACC and Legacy Pac-12 action on the turf, attendees can expect festive stadium activations—including appearances by Elroy, the brand’s signature singing cowboy, bringing extra flair to the pregame tailgates.
For schedule updates and ticket details, fans can visit the Sun Bowl official website.
Whether you’re tuning in for high-stakes fourth-quarter drama or just looking for a reason to serve a loaded skillet of queso, the newly minted Old El Paso Sun Bowl promises plenty of flavor to close out the year.
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