- Cheez-It is sprucing up its latest college football bowl sponsorship with in-stadium activations, including an on-field barbershop and spa experience, based on a press release.
- The Kellanova brand’s backing of the Citrus Bowl will feature a Cheez-It Flexin’ Section where fans can receive orange hair dye jobs, “cheez-scented” massages and manicure-pedicure treatments, a.k.a “mani/cheddiz.” The space also comes outfitted with a hot tub for game viewing.
- Name, image and likeness (NIL) athlete partners could have access to their very own Flexin’ Section, complete with free snacks and a celeb barber. Beyond the in-stadium element, Cheez-It is running several social media promotions, similar to a TikTok challenge.
Cheez-It is hoping that college football fans’ fervor for his or her favorite teams will translate to its cheese-coated crackers with the colourful on-field experiences on the Citrus Bowl on Jan. 1. This is the second 12 months the Kellanova product has sponsored the post-season game at Camping World Stadium in Orlando, Florida, that matches up top teams from the SEC and Big Ten divisions.
Attendees aiming for access to the tricked-out Flexin’ Section have to attend a pre-game FanFest outside the venue and get a complementary cut from Cheez-It’s stylists. The more ridiculous ‘dos will secure “V.I.Cheez” seats at the sport hosted on New Year’s Day.
Cheez-It is factoring NIL athlete partners into the combination as well with their very own brand-themed styling station, potentially amplifying the snack’s presence through the national broadcast on ABC. Additional in-stadium offerings include food options like a Loaded Chili Cheez-It Crunch Dog and Mac & Cheez-It Walking Nachos.
People not in a position to attend the event can still take part in a Cheez-It Fan Flex Challenge on TikTok to indicate off their game day looks for the possibility to win free snacks. Cheez-It has also teamed up with Nails Inc. Polish to supply official nail polish colorways inspired by the 2024 Citrus Bowl, with pre-orders available starting Dec. 29.
Cheez-It has ceaselessly leaned into college football in its marketing, however the space has seen latest opportunities arise lately with changes including loosened restrictions on NIL deals. Cheez-It’s Citrus Bowl sponsorship further steps up those efforts and aligns with parent Kellanova’s greater bets on college sports.
Sister brand Pop-Tarts is that this 12 months hosting the primary Pop-Tarts Bowl, also at Camping World Stadium. The game will see the introduction of an edible toaster pastry mascot who will “transform” into something the winning team can eat once the ultimate whistle is blown. Kellanova is the snacking-focused company that was established when Kellogg split into two entities earlier this 12 months.
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