Battle Creek, MI — Kellogg Co.’s Cheez-It brand has becomes the title sponsor of the new Cheez-It Citrus Bowl. The Orlando-based postseason game features a matchup between teams of the Southeastern Conference (SEC) and Big Ten Conference at Camping World Stadium.
The brand is in its fifth season as an NCAA football bowl game sponsor and official sponsor of the College Football Playoff, the new title sponsorship underscores the its commitment to the sport and its fan base. Cheez-It will also continue to be the title partner for Orlando’s Cheez-It Bowl.
“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,” says 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.”
In addition to the exclusive naming rights, the brand is incorporated into a new logo for the game that also includes a citrus tree. 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,” says 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.”
The 77th edition of the game will take place on Monday, January 2, 2023.