Hyundai new sponsor of El Paso's Sun Bowl

Published Jun. 24, 2010 7:53 p.m. ET

foxsports

The Sun Bowl has a new sponsor.

Hyundai Motor America announced Thursday that it has signed a four-year deal to sponsor the New Year's Eve bowl game in El Paso.

The Sun Bowl had been sponsored by El Paso-based Helen of Troy's Brut cologne.

The 77-year-old game will feature a Pac-10 team against one from the ACC in December.