Tostitos and Discover Will Not Renew Fiesta, Orange Bowl Sponsorships

Brian LeighFeatured ColumnistJune 9, 2014

GLENDALE, AZ - JANUARY 01:  The UCF Knights and the Baylor Bears play during the Tostitos Fiesta Bowl at University of Phoenix Stadium on January 1, 2014 in Glendale, Arizona.  (Photo by Christian Petersen/Getty Images)
Christian Petersen/Getty Images

The introduction of the College Football Playoff has not meant the disbandment of the sport's former BCS bowls. The system by which they rotate as national semifinals is a little bit confusing, but they will continue to exist and to be important.

However, this was not enough to convince a couple of well-known sponsors to renew their deals with their big-name bowls. According to a report by Michael Smith, John Ourand and Terry Lefton of the Sports Business Journal, Tostitos and Discover will no longer be affiliated with the Fiesta Bowl and the Orange Bowl, respectively.

Darren Rovell of quickly confirmed the SBJ story—which cited ESPN as its source—and gave Tostitos' reason for dropping out:

According to the SBJ story, Tostitos may also have been put off by the expected price increase for a title sponsorship. In the BCS era it cost between $15 million and $20 million, but it's expected to be closer to $25 million for the CFP, and ESPN wants a six-year contract.

That is a pretty steep commitment.

There is no word on who might replace Tostitos as the title sponsor of the Fiesta Bowl. Capital One is reportedly in the final stages of replacing Discover as the title sponsor of the Orange Bowl, and the SBJ reported that the former Capital One Bowl is expected to disband.

But that wouldn't happen, at the very earliest, until 2018. Per Joe Kepner of WFTV 9, ESPN/ABC owns the naming rights of the Capital One Bowl (formerly the Citrus Bowl) for the next four seasons:

This is the latest and, because it involved two former BCS bowls, most notable jiggering of the title sponsorships this offseason. Although it will not affect the play on the field, these new names might be difficult for fans to keep up and associate with.

It remains to be seen if—or how—that might affect the bottom line.

Earlier this offseason, Chick-fil-A agreed to become the title sponsor of the Peach Bowl—which is newly at CFP-level—and Northwestern Mutual agreed to replace VIZIO as the title sponsor of the Rose Bowl.

The national championship game, which was also sponsored by VIZIO in 2014, does not have a title sponsor.