One of the most recognizable snack brands, Tostitos, has announced that they have ended their partnership with college football.
The Sports Business Journal reports that the parent company of Tostitos, Frito-Lay, will not renew their sponsorship of the Fiesta Bowl. They have been the sponsors for that game for 18 years.
ESPN’s Darren Rovell confirms this via Twitter.
Frito-Lay confirms it has ended Tostitos’ 18-year association w/the Fiesta Bowl to “steer its marketing & growth strategies differently.”
— darren rovell (@darrenrovell) June 9, 2014
This decision to pull out may be a bit of a surprise, but it seems they are just following other big companys’ trends. SBJ also says that Discover has pulled out their four-year year sponsorship of the Orange Bowl and they will be replaced by Capital One.
Vizio is also being replaced by Northwestern Mutual as the sponsor of the Rose Bowl.
These companies are probably not too happy about ESPN’s asking price for title sponsorships. Over the years, it has increased from $15 to $20 million per year and the College Football Playoff has had a lot to do with that.
For more on this story visit: Jerry Hinnen, CBS Sports