The annual college football bowl game, known as the Hyundai Sun Bowl, is no more. The Sun Bowl Association announced that the bowl game has a new sponsor. The Sun Bowl will now be known as Tony the Tiger Sun Bowl.

The Sun Bowl came to a sponsorship agreement with Kellogg's and their frosted cereal. Kellogg and the Sun Bowl hope to reach more school age children with this new collaboration. The new name comes with a new logo.

As you can imagine, Tony the Tiger is a big part of all new imaging. Bernie Olivas, executive director of the Sun Bowl stated, “That’s why we are thrilled to partner with Tony the Tiger and Frosted Flakes to help continue this event’s longstanding tradition of uniting our community, and with a renewed focus on aiding middle school sports, we hope to positively impact families and young athletes beyond game day.”

Asked Tony the Tiger for comment, he simply said he thought the new partnership was "Grrrreat"!