With a new title sponsor and multi-year partnership, the college football bowl game, the Cactus Bowl, has officially been renamed the Cheez-It Bowl. The Fiesta Bowl organization and Cheez-It made the announcement Monday morning in front of fans and supporters at Chase Field in Phoenix, the venue of the bowl game.
“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 partnership includes new branding, digital and social media, in-stadium exposure, product samplings and on-site activities during the bowl game and other Fiesta Bowl organization events.
“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 Big 12 vs. Pac-12 match-up will be played at Chase Field on Wednesday, December 26, at 7 pm.