Irvine-based Vizio Inc. signed on as the title sponsor of the 44th Annual Fiesta Bowl, which is scheduled to take place Dec. 31 at University of Phoenix Stadium in Glendale, Ariz.
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 the Fiesta Bowl serving 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.
Vizio was the title sponsor of the 2014 BCS National Championship Game on Jan. 6 in Pasadena as part of a multiyear sponsorship of the Rose Bowl.
