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Fiesta Bowl losing Tostitos sponsorship

PHOENIX — The sponsorship deal between the Fiesta Bowl and Tostitos is coming to an end after 18 years.

SportsBusiness Journal reported that the chips company Frito-Lay told ESPN its Tostitos brand would no longer underwrite the BCS game. Another sponsor, Discover, which had provided support for the Orange Bowl, also was dropping out.

The Fiesta Bowl released a 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.”

Those bowls are part of the rotation of bowl games that will determine the national college football champion.

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