Enhanced Citrus Bowl Sponsorship by Cheez-It includes In-Stadium Barbershop and Spa Experience

Article Brief:

Cheez-It is enhancing its most recent college football bowl sponsorship with in-stadium activities, such as an on-field barbershop and spa experience, as stated in a press release.

Kellanova brand is sponsoring the Citrus Bowl and will include a Cheez-It Flexin’ Section where fans can get orange hair dye jobs, "cheez-scented" massages, and "mani/cheddiz" manicure-pedicure treatments. The area also has a hot tub for game viewing.

NIL athlete partners will have their own Flexin’ Section with free snacks and a celebrity barber. In addition to the in-stadium experience, Cheez-It is running social media promotions, including a TikTok challenge.

Article Insight:

Cheez-It is banking on the passion of college football fans for their favorite teams to also extend to its cheesy crackers, as it takes advantage of the vibrant on-field experiences at the Citrus Bowl on Jan. 1. This marks the second consecutive year that the Kellanova product has served as the sponsor for the post-season game at Camping World Stadium in Orlando, Florida, which features top teams from the SEC and Big Ten divisions.

To gain entry to the exclusive Flexin’ Section, attendees must visit the pre-game FanFest outside the venue and receive a complimentary hairstyle from Cheez-It’s stylists. The most outrageous hairstyles will secure "V.I.Cheez" seats at the game on New Year's Day.

In addition, Cheez-It is incorporating NIL athlete partners into the event with their own branded styling station, potentially increasing the snack's visibility during the national broadcast on ABC. Other food options available at the stadium include a Loaded Chili Cheez-It Crunch Dog and Mac & Cheez-It Walking Nachos.

Unable to make it to the event? You can still join the Cheez-It Fan Flex Challenge on TikTok to showcase your game day style and win free snacks. Additionally, Cheez-It has partnered with Nails Inc. Polish to offer official nail polish colors inspired by the 2024 Citrus Bowl, available for pre-order starting Dec. 29. The brand's focus on college football marketing has expanded in light of recent changes, including relaxed restrictions on NIL deals. The Citrus Bowl sponsorship marks a significant effort by Cheez-It and aligns with parent company Kellanova's increased investment in college sports.

The inaugural Pop-Tarts Bowl will be held at Camping World Stadium, hosted by sister brand Pop-Tarts. The game will feature a unique edible toaster pastry mascot that will "transform" into a consumable treat for the victorious team. Kellanova, the snacking-focused company, was formed as a result of Kellogg's recent split into two separate entities.