Cheez-It Named New Title Sponsor of Cactus Bowl

Fiesta Bowl announced that Kellogg’s Cheez-It brand is the new title sponsor of the Cheez-It Bowl — previously known as the Cactus Bowl. The multi-year partnership was brokered by Denver-based Impression Sports & Entertainment.
In addition to naming rights, Cheez-It designed the game’s new logo. The branding will be integrated into the game’s digital and social media content, in-stadium signage, product sampling and more.
Cheez-It is currently the top selling cracker brand in the country and will also be the game’s exclusive snack partner.
“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 Cheez-It marketing director Jeff Delonis. “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 30th edition of the game, which is the postseason match-up between members of the Big 12 and Pac-12 conferences, will take place on Wednesday, December 26.
“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.”
Fiesta Bowl Charities also recently announced that it would be giving $2.5 million back to the community this year — matching last year’s contribution and bringing total giving to $5 million in two years.
fiestabowl.org