Tostitos is reportedly ending its sponsorship of the Fiesta Bowl in the playoff era. (Christian Petersen/Getty Images)
The College Football Playoff bowl games will look a little bit different than the bowl games of the BCS era. According to a report from Sports Business Daily, Discover and Tostitos have told ESPN they are ending their sponsorships of playoff bowl games.
Discover has been the title sponsor of the Orange Bowl for the last four seasons, while Tostitos has been the primary sponsor of the Fiesta Bowl for 18 years. According to the report, Capital One is currently negotiating to take over sponsorship of the Orange Bowl, and a deal could be announced as early as this week. The Fiesta Bowl, however, is without a presumed leader in the clubhouse.
The Orange and Fiesta bowls are two of six rotating semifinal bowls in the new four-team College Football Playoff. Sources told Sports Business Daily that playoff title sponsorships run about $25 million a year. Furthermore, ESPN is seeking six-year commitments. BCS title sponsorship deals ran in the $15 million to $20 million range, according to the report, and the increased financial commitment might have played a role in the companies' decisions.
One of the more lasting memories of the Tostitos sponsorship came in 2011, when ESPN's Brent Musburger called Auburn kicker Wes Byrum's game-winning attempt against Oregon for the national title. Before Byrum knocked in the 19-yard field goal Musburger said, "This is for all the Tostitos."