Formerly known as the Cactus Bowl, Kellogg’s Cheez-It brand was named the title sponsor of the newly-dubbed Cheez-It Bowl in a multi-year partnership.
The annual college football bowl game features a postseason match-up between Big 12 and Pac-12 conference members in Phoenix at Chase Field, home of the Arizona Diamondbacks.
“For most fans, snacks are an important part of their football-watching experience, whether they are viewing at home or throwing a game day tailgate. The unique, cheesy and crunchy taste of Cheez-It has earned a place in many fans’ game day snack traditions,” said Jeff Delonis, Marketing Director of Cheez-It. “We’re very excited to further extend our relationship with college football through the Cheez-It Bowl to celebrate the state of Arizona and the athletes from the Big 12 and Pac-12.”
The exclusive-naming and full-integrated partnership includes digital and social media, content, in-stadium exposure, product sampling and on-site activation at the game and at other Fiesta Bowl organization events. Cheez-It will also be included in the Fiesta Bowl Parade courtesy of a float and custom balloon.
“Our organization and Cheez-It both create fun and engaging experiences that bring people together, so joining for the Cheez-It Bowl is a win-win for fans, teams, college football and our communities,” said Cheez-It Bowl and Fiesta Bowl organization Executive Director Mike Nealy. “This is a fantastic game that deserves an elite partner, and we achieved that in Cheez-It.”
The 30th edition of the game will be played on December 26 at 7 p.m. MT and will be broadcast nationwide on ESPN. The first 29 years of the game have seen some of the best players in the world with the likes of Le’Veon Bell and Aaron Rodgers.
“We’re excited to add one of the most innovative and well-known snack brands into our family,” said Steve Leach, Chairman of the Fiesta Bowl Board of Directors. “Teaming with Cheez-It will enhance our efforts as a leader in hospitality, community impact and incredible events.”