Sun Bowl
The Sun Bowl Association is a Texas-based 501(c)(3) nonprofit that organizes the Tony the Tiger Sun Bowl college football game (ACC vs. Pac-12) and a year-round portfolio of approximately 15 community events including basketball, parade, and pickleball tournaments, serving fans, amateur athletes, sponsors, and the El Paso community.
- Company typePrivate
- Founded1934
- HeadquartersEl Paso, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Sun Bowl does
The Sun Bowl Association is a Texas-based 501(c)(3) nonprofit founded in 1934 by the El Paso Kiwanis Club to present a football attraction of national importance, promote El Paso and the Southwest, and generate tourist income for the area. Its flagship product is the Tony the Tiger Sun Bowl college football game, first played on January 1, 1935, and now entering its 93rd edition on December 31, 2026, featuring an ACC vs. Pac-12 matchup broadcast nationally on CBS Sports. The Association operates a year-round portfolio of approximately 15 ancillary events including the WestStar Don Haskins Sun Bowl Invitational basketball tournament (the oldest holiday collegiate basketball tournament in the country), the Glasheen, Valles & Inderman Sun Bowl Parade (one of the largest Thanksgiving parades in the Southwest, celebrating its 90th anniversary in 2026), the Nusenda Credit Union Sun Bowl Pickleball Tournament, Selection Sunday, fan fiestas, youth skills camps, the Sun Court ambassador program, and art and golf events.
The organization is staffed by 1-10 paid employees and relies on over 700 volunteers to plan and execute its calendar. Revenue is generated across four primary streams: ticket sales via Ticketmaster for the main football game and via UTEP Athletics for the basketball invitational; title and partner sponsorships from Kellogg's Frosted Flakes, WestStar, Glasheen Valles & Inderman, Nusenda Credit Union, CBS Sports, Visit El Paso, Goodwill, and others; media rights from the longstanding CBS Sports relationship (the second longest-running sports program on CBS behind the Masters); and merchandise sales through sunbowl.shop. Ticket pricing for basketball tournament packages is tiered ($45 / $25 / $10 for the 4-game package; $24 / $13 / $6 for the 2-game package), with military and UTEP student discounts. Customer segments are primarily college football fans, amateur athletes, corporate sponsors, and the El Paso community broadly.
Sun Bowl firmographics
Firmographics- Name
- Sun Bowl
- Legal name
- Sun Bowl Association
- Website
- https://sunbowl.org
- Company type
- Private
- Founded year
- 1934
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Sun Bowl Association is a Texas-based 501(c)(3) nonprofit that organizes the Tony the Tiger Sun Bowl college football game (ACC vs. Pac-12) and a year-round portfolio of approximately 15 community events including basketball, parade, and pickleball tournaments, serving fans, amateur athletes, sponsors, and the El Paso community.
- Ownership category
- akta.pro rank
Sun Bowl industry classification
Industry- Product category
- Sports Event Management
- NAICS
- Spectator Sports (71121), All Other Amusement and Recreation Industries (713990)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Collegiate & Scholastic Tournament Organizers (MPAKADAG)
- akta.pro secondary industry
- Local Community & Multi-Category Fairs (MPAGAFAO)
Keywords
Where Sun Bowl is headquartered
LocationHeadquarters
- HQ city
- El Paso
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Sun Bowl business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Ticket Sales: Revenue from selling tickets to the Tony the Tiger Sun Bowl football game and related events including basketball tournaments and fan activities.
- Sponsorship: Title sponsors (Kellogg's Frosted Flakes, WestStar, Glasheen Valles & Inderman, Nusenda Credit Union) and partner sponsors (El Paso Live, Visit El Paso, Goodwill, Peter Piper Pizza, Lucchese Boots, Chick-fil-A, Cielo Vista, Coca-Cola Bowl Season) provide sponsorship revenue for the annual event.
- Event Merchandise: Sale of game programs and merchandise through the Sun Bowl Shop.
- Media Rights: Television broadcast rights with CBS Sports, the second longest-running sports program on CBS behind the Masters.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time | 4-game, 2-night package for basketball tournament |
| Unit Pricing | One time | 2-game, 1-night package for basketball tournament |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Sun Bowl product offering
Product offeringCore offering
The Sun Bowl Association organizes, hosts, and produces a portfolio of sports and cultural events in El Paso, Texas, centered on the annual Tony the Tiger Sun Bowl college football game (ACC vs. Pac-12 matchup). It also produces the WestStar Don Haskins Sun Bowl Invitational basketball tournament, the Glasheen, Valles & Inderman Sun Bowl Parade, the Nusenda Credit Union Sun Bowl Pickleball Tournament, fan engagement events, and youth/community programs, supported by ticket sales, sponsorships, media rights, and merchandise.
Product overview
The Sun Bowl Association operates as a portfolio of sports and cultural events centered around its signature Tony the Tiger Sun Bowl college football game. The organization runs 15 annual events including the main football bowl game (ACC vs. Pac-12 matchup), the WestStar Don Haskins Sun Bowl Invitational basketball tournament, the Glasheen, Valles & Inderman Injury Lawyers Sun Bowl Parade, the Nusenda Credit Union Sun Bowl Pickleball Tournament, Selection Sunday, and various fan engagement events like the Fan Fiesta and Pregame Fan Party. Supporting programs include Sun Court (ambassador royalty program), the Sun Bowl Art Exhibit, basketball skills camps, cheer camps, and golf challenges. The organization is a volunteer-based nonprofit 501(c)(3) that has operated since 1934.
Differentiator
Problem solved
Functional benefit
Products and services
- Tony the Tiger Sun Bowl (College Football Game)
- WestStar Don Haskins Sun Bowl Invitational
- Glasheen, Valles & Inderman Injury Lawyers Sun Bowl Parade
- Nusenda Credit Union Sun Bowl Pickleball Tournament
- Selection Sunday
- Sun Bowl Basketball Skills Camp Sponsored by Marathon
- Tony the Tiger Sun Bowl Fan Fiesta
- Tony the Tiger Sun Bowl Pregame Fan Party
- Sun Bowl Art Exhibit
- Sun Bowl Cheer Camp
- Sun Bowl Fan Golf Challenge
- Kick Off Par-Tee
- Sun Court Ambassador Program
- Select 'Em Contest
Quantifiable outcome
- Over 1,300 NFL draft picks have come through the Sun Bowl
- +4 more outcomes
Companies that use Sun Bowl
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Sun Bowl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sun Bowl partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered title sponsor, core partner, partner and minor.
- Glasheen, Valles & Inderman Injury Lawyerstitle sponsorThree-year extension announced April 29, 2026 as title sponsor of the Glasheen, Valles & Inderman Injury Lawyers Sun Bowl Parade. The firm has dedicated over 30 years helping injured clients in El Paso.
- Kellogg's Frosted Flakes (WK Kellogg Co)title sponsorTitle sponsor of the Tony the Tiger Sun Bowl since August 20, 2019. WK Kellogg Co's iconic brand characters including Tony the Tiger represent deep connections with consumers and communities served.
- CBS Sportstitle sponsorTelevision broadcast partner for the Sun Bowl game. The Tony the Tiger Sun Bowl has been telecast on CBS over 50 times, making it the second longest-running sports program on CBS behind the Masters.
- WestStartitle sponsorTitle sponsor of the WestStar Don Haskins Sun Bowl Invitational. WestStar is a full-service financial institution and El Paso's largest, locally-owned community bank with assets of more than $3.1 Billion.
- El Paso Livecore partnerDivision of Destination El Paso providing venue management and event development services. Managed by ASM Global, the industry's gold standard in venue management.
- Visit El Pasocore partnerOfficial tourism organization for El Paso, promoting the city as a destination with stunning sunsets, hiking, outdoor adventure, and authentic Mexican food.
- Nusenda Credit Uniontitle sponsorTitle sponsor of the Nusenda Credit Union Sun Bowl Pickleball Tournament. A not-for-profit credit union dedicated to improving members' financial well-being and supporting communities.
- Goodwill Industries of El PasopartnerPremier sponsor and long-time supporter of the Sun Bowl. Since 1948, Goodwill has helped individuals with disabilities or vocational disadvantages through employment, training, and rehabilitation services.
- University of Texas at El Paso (UTEP)core partnerUTEP serves as a key partner, with the Don Haskins Center hosting the basketball invitational and UTEP Athletics handling ticket sales for basketball events.
- Ysleta Independent School DistrictminorProvided Eastwood High School facilities for the Nusenda Credit Union Sun Bowl Pickleball Tournament.
- Pickleball El PasominorCommunity partner for the Nusenda Credit Union Sun Bowl Pickleball Tournament.
- Peter Piper PizzapartnerLocal restaurant sponsor of the Sun Bowl, committed to providing highest quality pizzas served up in a laid-back atmosphere for families.
- Lucchese BootspartnerEl Paso-based sponsor and artisan bootmaker since 1883, handcrafting the finest boots in the world.
- Chick-fil-ApartnerLocal restaurant sponsor providing freshly prepared food crafted with quality ingredients.
- Cielo Vista MallpartnerEl Paso's main shopping destination and sponsor, home to over 140 specialty stores including Dillard's, Apple Store, Michael Kors, Sephora, and Forever 21.
- Coca-Cola Bowl SeasonpartnerSponsor promoting the grand tradition of bowl system and college football's post-season with over 100 years of tradition.
Scale indicators15 records
Recent moves5 records
Expansion highlights3 records
Sun Bowl competitors and assessment
Company assessmentOthers
- Visit El Paso: Visit El Paso is the official tourism organization for El Paso and a core partner of the Sun Bowl Association. Comparable as a community events and tourism promoter in the same geographic market with overlapping event sponsorship duties.
- El Paso Live (ASM Global): El Paso Live is the venue management division of Destination El Paso, operated by ASM Global, which manages the Don Haskins Center and other El Paso venues. A key operational partner for the Sun Bowl Basketball Invitational and other events.
Direct peers
- Rose Bowl Game: The Rose Bowl is the most prestigious and historic college football bowl game, played since 1902. Like the Sun Bowl, it is organized by a non-profit association, relies on corporate title sponsorship, features a major stadium (Rose Bowl Stadium), and broadcasts nationally. Directly comparable as a legacy bowl event operator.
- Fiesta Bowl: The Fiesta Bowl is a College Football Playoff bowl game operated by the Fiesta Bowl Organization, a non-profit. Like the Sun Bowl, it hosts a major college football bowl game with corporate sponsorships, community events, and operates as a sports non-profit in the Southwest.
- Valero Alamo Bowl: The Alamo Bowl is operated by the Valero Alamo Bowl organization in San Antonio, Texas. It is a similar-sized bowl game featuring Big 12 and SEC matchups, with comparable corporate sponsorship model and community event portfolio.
- Goodyear Cotton Bowl Classic: The Cotton Bowl Classic is a CFP-affiliated bowl game operated by the Cotton Bowl Athletic Association, a non-profit. Similar to the Sun Bowl, it features title sponsorship, national ESPN/CBS broadcast, and community events in a single market (Dallas/Arlington).
- Citrus Bowl / Cheez-It Citrus Bowl: The Citrus Bowl is a college football bowl game played in Orlando, Florida, operated by Florida Citrus Sports, a non-profit. Comparable as a non-profit sports event organization with title sponsorship, multiple events, and community programming.
- Sugar Bowl: The Sugar Bowl is one of the oldest college football bowl games, operated by the Sugar Bowl Committee, a non-profit. Comparable in governance model, title sponsorship structure, and as a legacy bowl in the college football postseason ecosystem.
- Holiday Bowl: The Holiday Bowl is operated by the San Diego Bowl Game Association in San Diego, California. Similar to the Sun Bowl as a mid-tier bowl game with corporate title sponsorship and regional community significance, both serve as major tourist events for their respective cities.
Broad incumbents
- Tony the Tiger (Kellogg's) Sun Bowl competitors - Hyundai Sun Bowl predecessors: Other bowl games previously sponsored by Hyundai (now under different sponsors) such as the Sun Bowl under Hyundai (2010-2018) and the current landscape of title-sponsor-driven bowl games compete for the same corporate sponsorship dollars and broadcast slots.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Sun Bowl social profiles
Digital presenceSun Bowl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sun Bowl leadership team
Management profileNumber of profiles
Profiles8 records
Sun Bowl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sun Bowl M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sun Bowl
What does Sun Bowl do?
The Sun Bowl Association organizes, hosts, and produces a portfolio of sports and cultural events in El Paso, Texas, centered on the annual Tony the Tiger Sun Bowl college football game (ACC vs. Pac-12 matchup). It also produces the WestStar Don Haskins Sun Bowl Invitational basketball tournament, the Glasheen, Valles & Inderman Sun Bowl Parade, the Nusenda Credit Union Sun Bowl Pickleball Tournament, fan engagement events, and youth/community programs, supported by ticket sales, sponsorships, media rights, and merchandise.
Is Sun Bowl a public or private company?
Sun Bowl is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Sun Bowl founded?
Sun Bowl was founded in 1934. It employs 1 to 10 people.
Where is Sun Bowl based?
Sun Bowl is headquartered in El Paso, United States, in the North America region.
How does Sun Bowl make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are sponsorship, event Merchandise and media Rights.
Who are Sun Bowl's main competitors?
Others on record are Visit El Paso and El Paso Live (ASM Global). Direct peers are Rose Bowl Game, Fiesta Bowl, Valero Alamo Bowl, Goodyear Cotton Bowl Classic, Citrus Bowl / Cheez-It Citrus Bowl, Sugar Bowl and Holiday Bowl. Tony the Tiger (Kellogg's) Sun Bowl competitors - Hyundai Sun Bowl predecessors is listed as a broad incumbent.
Does Sun Bowl have an API?
No public API is recorded for Sun Bowl.
What industry is Sun Bowl in?
Sun Bowl's product category is Sports Event Management. Its primary akta.pro industry code is MPAKADAG, Collegiate & Scholastic Tournament Organizers, with a secondary code of MPAGAFAO, Local Community & Multi-Category Fairs. Its NAICS code is 71121 and its SIC code is 7900.