Tostitos is leaving the Fiesta Bowl after 18 years as the title sponsor of one of the top five collegiate football bowl games.
The Sports Business Journal is reporting the company told ESPN that it is ending its affiliation with the game but it's not confirmed why.
College football is now using a playoff system, appropriately named the College Football Playoff, with a sponsorship price tag of about $25 million, about $5 million to $10 million higher than the Bowl Championship Series.
Discover is also reportedly ending its sponsorship of the Orange Bowl in Miami.
Both sponsors were closely linked to the BCS, which will give way to the CFP.
The Orange and Fiesta bowls are part of the six-bowl CFP, which beginning this season will determine the national champion as part of a four-team playoff format. The semifinals will rotate among the six bowls in the CFP.
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