Irvine-based Vizio Inc. has signed on as the title sponsor of the 44th Annual Fiesta Bowl.

The game will be held on Dec. 31 at University of Phoenix Stadium in Glendale, Ariz.

The terms of the one-year agreement were not disclosed.

The most recent estimated value of the sponsorship by Tostitos—the game’s previous title sponsor—was $17.5 million, according to Chicago-based sponsorship consulting firm IEG. Tostitos’ deal included a “season-long ad buy on ESPN” and saw the Fiesta Bowl serve as host of the championship game for the NCAA’s top division every four years.

Sponsorships without related ad buys at similar venues—the Capital One Orange Bowl in Orlando or Chick-fil-A Peach Bowl in Atlanta, for example—cost about $2.5 million per season, according to IEG.

This year marks the first time the College Football Playoff Selection Committee will rank the top 25 teams and select a four-team playoff round. The semifinal games will rotate each year between the six bowls: the Chick-fil-A Peach Bowl, Vizio Fiesta Bowl, Capital One Orange Bowl, The Rose Bowl Game Presented by Northwestern Mutual, the Allstate Sugar Bowl and the Cotton Bowl.

Vizio was the title sponsor of the 2014 BCS National Championship Game, held on Jan. 6 in Pasadena. That opportunity came as part of a multi-year sponsorship of the Rose Bowl.