Cheez-It® Bowl to host Big 12 vs. Pac-12 match-up on December 26 at 7 pm MT at Chase Field
BATTLE CREEK, MI and SCOTTSDALE, AZ – A new era of college football excitement begins today as Kellogg's Cheez-It® brand is announced as the title sponsor of the newly-named Cheez-It® Bowl in a multi-year partnership. Formerly known as the Cactus Bowl, the postseason contest features a match-up between members of the Big 12 and Pac-12 conferences at Chase Field in downtown Phoenix. The agreement between the Fiesta Bowl organization and Cheez-It® was brokered by Denver-based Impression Sports & Entertainment.
Cheez-It®, the number one selling cracker brand in the United States[1], will be the exclusive snacks partner[2], bringing delicious snacking experiences and flavor fun to the high-energy excitement of college football.
"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."
In addition to the exclusive naming rights, Cheez-It® designed the new logo for the game. The fully-integrated partnership includes digital and social media, content, in-stadium exposure, product sampling and on-site activation at the game and other Fiesta Bowl organization events. Cheez-It® will appear in the Fiesta Bowl Parade with 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 Wednesday, December 26, at 7 pm MT and be broadcast live on ESPN. Over the 29-year history of the Bowl, the game has featured some of the best players in college football.
"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."
Follow the Cheez-It® Bowl through social media on Twitter, Facebook and Instagram and connect with Cheez-It® at cheezit.com. Ticket packages for the 2018 Cheez-It® Bowl go on sale on Tuesday, August 21 by visiting CheezItBowl.com.
