Dive Transient:
- Cheez-It’s sprucing up its newest faculty soccer bowl sponsorship with in-stadium activations, together with an on-field barbershop and spa expertise, based on a press launch.
- The Kellanova model’s backing of the Citrus Bowl will characteristic a Cheez-It Flexin’ Part the place followers can obtain orange hair dye jobs, “cheez-scented” massages and manicure-pedicure remedies, a.ok.a “mani/cheddiz.” The area additionally comes outfitted with a scorching tub for sport viewing.
- Title, picture and likeness (NIL) athlete companions could have entry to their very own Flexin’ Part, full with free snacks and a star barber. Past the in-stadium ingredient, Cheez-It’s operating a number of social media promotions, resembling a TikTok problem.
Dive Perception:
Cheez-It’s hoping that faculty soccer followers’ fervor for his or her favourite groups will translate to its cheese-coated crackers with the colourful on-field experiences on the Citrus Bowl on Jan. 1. That is the second 12 months the Kellanova product has sponsored the post-season sport at Tenting World Stadium in Orlando, Florida, that matches up prime groups from the SEC and Huge Ten divisions.
Attendees aiming for entry to the tricked-out Flexin’ Part must attend a pre-game FanFest outdoors the venue and get a complementary reduce from Cheez-It’s stylists. The extra ridiculous ‘dos will safe “V.I.Cheez” seats on the sport hosted on New Yr’s Day.
Cheez-It’s factoring NIL athlete companions into the combo as effectively with their very own brand-themed styling station, probably amplifying the snack’s presence throughout the nationwide broadcast on ABC. Further in-stadium choices embrace meals choices like a Loaded Chili Cheez-It Crunch Canine and Mac & Cheez-It Strolling Nachos.
Folks not capable of attend the occasion can nonetheless take part in a Cheez-It Fan Flex Problem on TikTok to point out off their sport day appears for the possibility to win free snacks. Cheez-It has additionally teamed up with Nails Inc. Polish to supply official nail polish colorways impressed by the 2024 Citrus Bowl, with pre-orders accessible beginning Dec. 29.
Cheez-It has often leaned into faculty soccer in its advertising, however the area has seen new alternatives come up lately with adjustments together with loosened restrictions on NIL offers. Cheez-It’s Citrus Bowl sponsorship additional steps up these efforts and aligns with mother or father Kellanova’s larger bets on faculty sports activities.
Sister model Pop-Tarts is that this 12 months internet hosting the primary Pop-Tarts Bowl, additionally at Tenting World Stadium. The sport will see the introduction of an edible toaster pastry mascot who will “rework” into one thing the profitable group can eat as soon as the ultimate whistle is blown. Kellanova is the snacking-focused firm that was established when Kellogg break up into two entities earlier this 12 months.
