From 1996 until 2014, Frito-Lay was the bowl's title sponsor through its Tostitos tortilla chip brand. Previous sponsors included Sunkist and IBM. Frito Lay withdrew from sponsoring the game on June 9, 2014, citing the higher costs of sponsoring the event through the new College Football Playoff system.
In 1998, the Fiesta Bowl became part of the Bowl Championship Series, and before 2007 every four years was the designee for the national championship game. Beginning with the 2014 season, Fiesta Bowl became a member of College Football Playoff, hosting a semifinal game every three years, and all the teams playing in this bowl will be selected by the CFP Selection Committee.
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