Tostitos Will No Longer Sponsor Fiesta Bowl

June 09, 2014

The Fiesta Bowl is searching for a new corporate sponsor. Tostitos has announced that after 18 years, it’s ending its relationship with Arizona’s most prominent college football bowl game.

According to media reports, Tostitos has officially notified ESPN that it will no longer sponsor the Fiesta Bowl. ESPN holds the broadcast rights to some of the top college playoff games, including the Fiesta Bowl. 

Tostitos didn’t announce why it was ending its sponsorship but industry analysts say the rising cost of sponsoring the game was probably behind the decision. College bowl sponsorships have run anywhere between $20 million and $25 million in recent years. 

In a written statement, Fiesta Bowl officials said they are thankful for the long partnership with Tostitos and they are excited about working with ESPN to reach an agreement with a new bowl partner. Tostitos didn’t respond to calls for a comment.