Cheez-It inks title sponsorship with Florida Citrus Sports

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The partnership includes exclusive naming rights, digital and social media content, in-stadium exposure, product sampling, on-site activation at the game and other FCS organization events, as well as a redesigned Cheez-It Bowl logo. Courtesy Kellogg Co.

A snack brand is moving its title sponsorship from a sports organization in Phoenix to one in Orlando, Florida.

Cheez-It, a brand of Battle Creek-based Kellogg Co., said it is moving east to become the title sponsor of the Cheez-It Bowl at Camping World Stadium in Orlando beginning with the 2020 season. The move kicks off a multiyear agreement between Florida Citrus Sports (FCS) and Cheez-It, brokered by Denver-based Impression Sports & Entertainment.

The partnership includes exclusive naming rights, digital and social media content, in-stadium exposure, product sampling, on-site activation at the game and other FCS organization events, as well as a redesigned Cheez-It Bowl logo.

The game, most recently known as the Camping World Bowl, will continue to feature top teams from the Atlantic Coast Conference or Notre Dame and the Big 12 Conference in late December each year. The Cheez-It Bowl airs on ESPN.

In its third season as a National Collegiate Athletic Association college football bowl game sponsor and official sponsor of the College Football Playoff for NCAA Division I, Cheez-It said this move underscores “its commitment to the sport and its fan base.” The original Cheez-It Bowl premiered in 2018 with the Fiesta Bowl organization in Phoenix. The brand’s move to Orlando means Cheez-It will title one of three games regularly, featuring top picks from Power 5 conferences (outside of the New Year’s Six bowls).

“Our (previous) bowl game sponsorship with the Fiesta Bowl organization helped solidify Cheez-It as a staple in the college football postseason,” said Jeff Delonis, senior director of marketing for Cheez-It. “Now, we’re excited to turn to the next page and build our bowl-season tradition further through our new partnership with Florida Citrus Sports and the world-class destination of Orlando.”

Added Steve Hogan, CEO of Florida Citrus Sports: “We’re proud to partner with Cheez-It, one of the boldest and most creative sponsors in college football. Their commitment to creating an uncommon experience will add new flavor to ‘the best bowl trip in America’ here in Orlando. We’re excited about the impact that bowl season’s official snack will bring to our community.”

This year’s Cheez-It Bowl will be the 31st edition of the game and its 20th in Orlando.

The 2019 edition of the game featuring Notre Dame and Iowa State boasted a total live audience of more than 4.7 million viewers and was the fourth most-watched game outside of the New Year’s Six. ESPN retains the exclusive right to televise the game on ESPN or ABC.

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