A food brand is taking on the title sponsorship for a college football bowl game.

Kellogg’s Frosted Flakes, a brand of Battle Creek-based Kellogg Company, is the new title sponsor for the newly named Tony the Tiger Sun Bowl, previously known as the Sun Bowl, according to the company yesterday.

The post-season game will feature a power-five matchup between members of the Atlantic Coast Conference, or ACC, and the Pacific-12 Conference, or Pac-12, on Dec. 31 in El Paso, Texas.

It will be televised for the 52nd consecutive year on CBS.

The agreement between the Sun Bowl Association and Frosted Flakes was brokered by Denver-based Impression Sports & Entertainment.

In addition to Kellogg being granted exclusive naming rights, the Tony the Tiger Sun Bowl has a new logo.

The partnership will span digital and social media content, in-stadium exposure, product sampling and on-site activation at the game and other Sun Bowl organization events.

The Sun Bowl features events all week that “celebrate the city and welcome visitors to enjoy the sense of community that comes from playing and watching football,” according to Kellogg.

The event will also align with the brand's Mission Tiger initiative, raising awareness and funds for at-risk middle school sports programs through a multi-year partnership with the nonprofit DonorsChoose.org.

“Tony the Tiger has been dedicated to fueling active kids since 1952, and it’s a core value we share with the founders of the Sun Bowl Association,” said Brant Wheaton, marketing director of U.S. Ready-to-Eat Cereal, Kellogg.

“At Frosted Flakes, we believe every kid should have a chance to be able to play like a Tiger and are committed to keeping middle school kids active in the El Paso community and beyond.”

Bernie Olivas, executive director of the nonprofit Sun Bowl Association — which organizes the Sun Bowl game — said the partnership with Kellogg’s Frosted Flakes will return the Sun Bowl to its roots. The first-ever Sun Bowl game in 1935 was played in part to benefit underprivileged children in El Paso.

“In light of the recent heartbreaking events in El Paso, it is more important now than ever to focus on the strength of this community and the events that make our city great,” Olivas said.

“That’s why we are thrilled to partner with Tony the Tiger and Frosted Flakes to help continue this event’s long-standing 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.”