The Kellogg’s-owned brand is doubling up on absurdly cheezy college football action by signing up as the title sponsor of the new Cheez-It Citrus Bowl, scheduled for 29 December at 5:30pm. EST at Camping World Stadium in Orlando.
The agreement with Florida Citrus Sports came together in collaboration with Disney Advertising and underscores Cheez-It’s commitment to the sport and its fan base.
In its fifth season as a NCAA football bowl game sponsor and official sponsor of the College Football Playoff, Cheez-It has become an essential part of any game day.
“College football fans know that Cheez-It is a go-to watch party snack, and our current Cheez-It Bowl sponsorship has helped solidify the brand as a staple in the postseason,” said Erin Storm, senior director of marketing for Cheez-It.
“We’re thrilled to continue our partnership with Florida Citrus Sports and bring the cheese-infused action to the Cheez-It Citrus Bowl through next-level experiences for college football fans everywhere. We can’t wait to show fans how we're bringing them into the fold for the cheeziest bowl games yet.”
Cheez-It designed the game’s logo, incorporating the historical fruit tree within its iconic cheezy cracker. The fully integrated partnership includes exclusive naming rights, digital and social media content, in-stadium exposure and onsite activation at the game.
“We’re excited to continue our partnership with Cheez-It, one of the most innovative and creative sponsors in college football,” said Steve Hogan, CEO of Florida Citrus Sports.
“Their history of creating a show-stopping experience for players and fans will help take the Citrus Bowl experience to new heights.”
Over the 76-year history of the bowl – originally known as the Blockbuster Bowl – the game has featured some of the best athletes in college football.
In last season’s Citrus Bowl, No. 22 Kentucky beat the 15th-ranked Iowa Hawkeyes 20-17. Wildcats wide receiver Wan'Dale Robinson earned MVP honours with 10 catches for 170 yards, including a 52-yard catch with 2 minutes left to play to set up Kentucky’s game-winning touchdown.
The 2022 Cheez-It Bowl – featuring top teams from the Atlantic Coast Conference and Big 12 Conference – will be broadcast on ESPN. At last year's game, Clemson cornerback Mario Goodrich returned a third-quarter interception for a touchdown and took home the Cheez-It Bowl MVP belt as the 19th-ranked Tigers beat Iowa State 20-13.
“Brands recognise Disney as the home of college football, with the greatest reach, scale and most engaged audiences,” said Theresa Palmieri, VP, Disney Advertising Sports Brand Solutions.
“The Citrus Bowl is a signature event during the college football postseason, and we’re proud to welcome our friends at Cheez-It to be a part of the tradition.”