Sun Bowl Association

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The Hyundai Sun Bowl is an annual college football bowl game that is played on December 31 in El Paso, Texas. The Sun Bowl, along the Sugar Bowl and the Orange Bowl are the second-oldest bowl games in the country, behind the Rose Bowl (first played 1902, played annually since 1916). In most of its early history, the game pitted the champion of the Border Conference against an at-large opponent. Games are now played at Sun Bowl Stadium on the campus of the University of Texas at El Paso.
The game's current full title is the Hyundai Sun Bowl after its sponsor Hyundai Motor America, which is owned by Hyundai Motor Company. The Hyundai Sun Bowl became the game's new title sponsor on June 24, 2010. The sponsorship is for four years (2010-13). The Hyundai Sun Bowl sponsorship replaces the previous sponsorship by Helen of Troy Limited, who served as the game's corporate sponsor for the last six years under the names Vitalis Sun Bowl (2004-05) and Brut Sun Bowl (2006-09). This marks the ninth name change in the game's history. It was previously called the Sun Bowl (19351985 and 199495), John Hancock Sun Bowl (19861988), John Hancock Bowl (19891993), Norwest Sun Bowl (19961998), Wells Fargo Sun Bowl (19992003, after Norwest merged with Wells Fargo), Vitalis Sun Bowl (200405), and Brut Sun Bowl (200609).
Beginning in 2010, the Hyundai Sun Bowl matches the Pac-10 Conference against the ACC. The Hyundai Sun Bowl will have the third selection after the BCS from the Pac-10 and either the ACC Championship Game runner-up or the third pick after the BCS from the ACC. The current agreements with the Pac-10 and ACC run from 2010-13.
Its contract with CBS Sports is the longest continuous relationship with one network, spanning since 1968. In January, 2010, the Sun Bowl Association extended its agreement with CBS through the 2013 Hyundai Sun Bowl. The game traditionally kicks off at "High Noon" MST, or 2 p.m. EST. Also known for its halftime show, the Hyundai Sun Bowl has recently featured such artists as Los Lonely Boys, The Village People, Baby Bash, David Archuleta, Rihanna and Diamond Rio. Stay tuned to see who will perform at the 2010 Hyundai Sun Bowl Halftime Show.