Tostitos Teams with FOX for BCS Partnership

June 26, 2006

Tostitos Brand Plans To Team With Fox Sports For Exclusive Multi-Year Bowl Championship Series Partnership


Deal Will Extend Fiesta Bowl Relationship Through 2010

New No. 1 Versus No. 2 Contest Officially Dubbed BCS National Championship Game; Deal Includes Inaugural Title Sponsorship for Tostitos brand

PURCHASE, New York – Frito-Lay and FOX Sports have agreed in principal to a four-year sponsorship agreement for the BCS on FOX, which runs from 2007 through 2010. The partnership will extend the Tostitos brand’s title sponsorship of the Fiesta Bowl, and establishes it as the 2007 title sponsor of what has now officially been dubbed the BCS National Championship Game. Cardinals Stadium in Glendale, Arizona is home to the Tostitos Fiesta Bowl for the first time on January 1, 2007, followed by the first-ever Tostitos BCS National Championship Game on January 8, 2007. Financial terms of the partnership have not been disclosed.

The arrangement will also provide the Tostitos brand with an extensive marketing partnership with the Fiesta Bowl through 2010, which in addition to its own game, is organizing and hosting the Tostitos BCS National Championship Game. Frito-Lay also has the right to create national BCS promotions with FOX.

“The Tostitos brand is proud to continue our relationship with the Fiesta Bowl Organization, as well as become the first brand to sponsor the new BCS National Championship Game," said Greg Lyons, Director, Marketing, Frito-Lay North America.  "Adding the fifth game to the BCS format gives the Tostitos brand two great opportunities to bring people together around college football this season and we look forward to working with FOX Sports, the BCS and the Fiesta Bowl Organization to make these two games even more exciting for college football fans.

"The Tostitos Fiesta Bowl has been a winning combination for all of college football, as well as for Tostitos and our community organization here at the Fiesta Bowl,” said John Junker, President & CEO, Tostitos Fiesta Bowl. “The game is recognized as a winner because of the strong commitment Frito-Lay and our community share in serving the players, coaches, administrators and fans who love and support college football.  It is an honor to begin a new chapter of success for the Tostitos Fiesta Bowl with the people of FOX Sports, who are acknowledged leaders in bringing big event sports to viewers worldwide."

"We’re thrilled to announce our partnership with the Tostitos brand as the Fiesta Bowl sponsor for the next four years and also as the presenting sponsor of the 2007 Tostitos BCS National Championship Game on FOX," said Neil Mulcahy, Executive Vice President, Sports Sales, FOX Broadcasting Company. "Frito-Lay’s creative marketing group and its innovative sense are exactly in line with what we try to do at the network."

The Tostitos brand is a long-time partner of major sporting events on FOX, the broadcast television home of the BCS starting January 2007. Frito-Lay has been a comprehensive marketing and media partner with the Fiesta Bowl, which includes title sponsorship of the game for the Tostitos brand, since 1996.

FOX Sports kicks-off its BCS coverage next January with the Tostitos Fiesta Bowl, Allstate Sugar Bowl (Jan. 2, 2007), FedEx Orange Bowl (Jan. 3, 2007), and the Tostitos BCS National Championship Game. The 2007 Tostitos BCS National Championship Game pits the two teams at the top of the BCS standings against each other in a winner-take-all for the national championship. In the years that follow, the winners of the 2008 Allstate BCS National Championship Game and 2009 FedEx BCS National Championship Game wear the No. 1 crown. Veteran FOX Sports play-by-play voice Thom Brennaman calls one of the three bowl games, as well as the 2007 Tostitos BCS National Championship Game. Brennaman’s analyst partner(s), and the remainder of FOX Sports’ BCS broadcast team, will be announced at a later date.

About the Tostitos brand
The Tostitos brand, under which a full line of Frito-Lay tortilla chips and dips are sold, is a registered trademark of Frito-Lay North America, the convenient foods division of PepsiCo, Inc., which is headquartered in Purchase, N.Y.