 From 2010 to 2018, the tournament was sponsored by the Hyundai Motor Company (succeeding Helen of Troy Limited, Norwest Corporation/Wells Fargo, and John Hancock Insurance as past sponsors).Hyundai renewed its sponsorship through the 2018 season; in August 2019, it was announced that Kellogg's had been named the new title sponsor, and that the game would be branded as the Tony the Tiger Sun Bowl—referencing Tony the Tiger, the mascot of the company's cereal brand Frosted Flakes.Starting with the 2011 edition, the bowl has been contested between teams from the Pac-12 Conference and Atlantic Coast Conference (ACC).