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Frito-Lay buys into Fiesta Bowl

Published on .

Frito-Lay has signed on as the title sponsor of the Fiesta Bowl through 1998 in a deal costing the PepsiCo unit roughly $5 million. Frito's Tostitos brand will be featured in advertising and promotion connected to the game, which hopes to feature the two top college football teams. The game will be played Jan. 2 in Tempe, Ariz. CBS next month will begin a four-month promotion of the Tostitos Fiesta Bowl.

Copyright August 1995 Crain Communications Inc.

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