Fiesta Bowl
Frito-Lay sponsors the Tostitos Fiesta Bowl, one of five Bowl Championship Series games. This season, the Fiesta Bowl is the host for the BCS National Championship game; a game that draws in over 30 million viewers.
Glendale, Arizona consists of a 36% Latino or Hispanic population, and the Tostitos tortillas are under the genre of Mexican cuisine. This brand exposure associated Tositios with the passion, pride, and excitement of college football. Many of these games have attendance over 70,000 fans. Not only does Tostitos gain enormous brand exposure during the Fiesta Bowl, but they are also promoting a product often found at football games. Many households put on parties for major sporting events like the BCS National Championship and tortilla chips are a very popular item sold in stadiums and bought as snacks for football parties. Tostitos has found a major sporting event that has a relation to their product. By investing into the Fiesta Bowl, they boost their marketing campaign by gaining exposure to an audience and demographic suited for their product.