The trend of college football bowl games getting interesting and fun new title sponsors continues.

On Tuesday, Steve Kaplowitz was one of several to tweet out that the Sun Bowl has received a new title sponsor moving forward. A fun, cartoon breakfast cereal character will now be the face of the postseason event.

Tony the Tiger.

Yes, the popular Frost Flakes ambassador will now be the host of the Sun Bowl, meaning the game will go by the Tony the Tiger Sun Bowl. It is expected to be a four-year deal between Kellogg’s and the Sun Bowl.

Not going to lie, that new bowl logo is pretty sweet.

Kellogg’s will be the sixth title sponsor of the Sun Bowl since its creation in 1935. The game is played in El Paso every year.

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Previous sponsors include: Wells Fargo, John Hancock, Norwest Corporation, Helen of Troy Limited and Hyundai.

The bowl game has had several conference tie-ins in the past, including the B1G. Currently, the Sun Bowl features teams from the ACC and Pac-12. In 2018, Stanford defeated Pitt 14-13.