The most recent Hyundai Sun Bowl was a success on New Year's Eve with 48,000 fans attending the game.
And the economic impact was in the millions.
The El Paso Convention and Visitors Bureau is reporting that about 3,000 hotel room nights were secured during the Sun Bowl. That's more than $100,000.
Also, the commercial promoting El Paso during the Sun Bowl broadcast aired four times - reaching at least four million people.
Viewership of the game was also up 7 percent from 2011.