The Tostitos Fiesta Bowl is no more.
After an 18-year association with the Fiesta Bowl, the Sports Business Journal is reporting that Tostitos (and parent company Frito Lay) has “recently advised” ESPN that it will end its title sponsorship with the bowl game. ESPN will seek out a new Fiesta Bowl sponsor for the College Football Playoff.
The SBJ is reporting that “industry sources” are not entirely sure what caused Tostitos to part ways with the bowl game, but “the price increase on the title sponsorship could have played a role.”
Title sponsorship deals in the old BCS annually ran in the $15 million to $20 million range. Sources say that CFP title sponsorships are closer to $25 million a year, and ESPN is seeking six-year commitments. ESPN would not comment on the moves or on any details of its sales progress.
In addition to Tostitos, SBJ is also reporting that Discover has ended its sponsorship with the Orange Bowl after a four-year association and Capitol One “is in the final stages of negotiations” to take Discover’s place. As a result of that new agreement, Capitol One would end its sponsorship with the Capitol One Bowl. That game, formerly known as the Citrus Bowl, will have to find a new title sponsor as well.
Sources indicate that Capitol One and ESPN have agreed on most terms for the Orange Bowl and they expect a deal could be announced as soon as this week.
The Orange and Fiesta bowls are two of six bowl games associated with the new College Football Playoff, which begins this season to determine the national champion via a four-team playoff. It was announced in May that Northwestern Mutual would replace Vizio as the sponsor of the Rose Bowl. Additionally, Chick-fil-A will be the sponsor of the Peach Bowl.
No announcements have been made about the associations between Allstate and the Sugar Bowl and AT&T and the Cotton Bowl.
The semifinal games of the CFP will rotate between the six bowls. The Rose and Sugar Bowls will host the semifinal games in January 2015, while the Orange and Cotton Bowls will host semifinal games in January 2016. The Peach and Fiesta Bowls will be hosts in 2017.
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