Food Service & Agriculture, Marketing, PR & Advertising, and Sports Business

Snack brand sponsoring college football bowl game

September 12, 2018
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Cheez-It Bowl logo
Courtesy Kellogg Company

A snack brand has been named the title sponsor for an college football bowl game.

Cheez-It, a brand of Battle Creek-based Kellogg Company, said last month it will be the title sponsor of the former Cactus Bowl, beginning with the 30th edition of the game, to be broadcast live on ESPN on Dec. 26 at 9 p.m.

The annual post-season game is run by a charitable organization called Fiesta Bowl and features a match-up between members of the Big 12 and Pac-12 conferences at Chase Field in downtown Phoenix.

“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,” said Jeff Delonis, marketing director, Cheez-It.

The agreement between the Fiesta Bowl organization and Cheez-It was facilitated by Denver-based Impression Sports & Entertainment.

Agreement details

The multi-year contract re-names the event the Cheez-It Bowl and makes Cheez-It the exclusive snack partner for the event.

Cheez-It also designed a new logo for the game, and the partnership includes digital and social media content, in-stadium exposure, product sampling and “on-site activation” at the game and other Fiesta Bowl organization events.

Cheez-It will also appear in the Fiesta Bowl Parade with a float and custom balloon.


Ticket packages for the 2018 Cheez-It Bowl are on sale at


Founded in 1906, Kellogg Company (NYSE: K) offers more than 1,600 foods, including cereal, crackers, savory snacks and frozen foods.

Kellogg had 2017 sales of about $13 billion.

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