Cactus Bowl set to rename Cheez-It Bowl in sponsorship deal
The Fiesta Bowl and Kellogg-owned brand Cheez-It announced a multiyear partnership deal on Monday, August 20, 2018, with the snack brand becoming the title sponsor of the newly-named Cheez-It Bowl. The former brand name of the college football bowl game, which has been played in the state of Arizona since 1989, was the Cactus Bowl.
“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,” Mike Nealy, executive director of the Cheez-It Bowl and Fiesta Bowl organization, said in a statement. “This is a fantastic game that deserves an elite partner, and we achieved that in Cheez-It.”
Though specific terms of the partnerships were not disclosed, the deal includes “digital and social media content, in-stadium exposure, product sampling and on-site activation at the game and other Fiesta Bowl organization events,” according to a news release. Jeff Delonis, a marketing director of Cheez-It, finds that such an agreement makes sense to the organization and brand.
“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,” Delonis said. “The unique, cheesy and crunchy taste of Cheez-It has earned a place in many fans’ game-day snack tradition. 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.”
Numerous brands usually sign title sponsorship agreements with college football bowl games with an effort to increase a national brand recognition, according to Forbes. Nielsen, a data company that conducts a consumer research and market measurement, noted that Cheez-It is the No. 1 selling cracker brand in the United States.
The member of the Big 12 conference and Pac-12 conference will face off in a postseason matchup at Chase Field, the home of the Arizona Diamondbacks of the Major League Baseball, in Phoenix. While the stadium is being used temporarily, Sun Devil Stadium, the football stadium on the campus of Arizona State University, is now in the process of renovation.
In the 30th, the Cheez-It Bowl game is scheduled to be played on Wednesday, December 26 and will be shown live on ESPN.
Photo: Cheez-It Bowl