Tostitos ends 18-year run as sponsor of Fiesta Bowl

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PHOENIX -- After 18 years, Tostitos is ending its run as sponsor of the Fiesta Bowl.

Tostitos enjoyed one of the longest-running title sponsorships in college football, but has advised ESPN that it doesn’t plan to renew.

The decision appears to boil down to money. ESPN, which holds the rights to the new College Football Playoff, reportedly wants to increase the price tag for title sponsorships from between $15 million and $20 million to approximately $25 million.

Fiesta Bowl officials have released this statement: “The Fiesta Bowl is incredibly thankful for the opportunity to partner with Tostitos over the past 18 years. Throughout our partnership, we have staged some of the most memorable bowl games and created lifelong memories for teams and fans alike. The creativity, pageantry and branding Tostitos has brought to the Fiesta Bowl will have an everlasting impact on our game and we wish Tostitos continued success in the future. The landscape of College Football is changing and we understand with these changes comes new opportunities. We are excited about the future and look forward to ESPN reaching an agreement with a new bowl partner.”

The Fiesta Bowl is played at University of Phoenix Stadium in Glendale.