Cheez-It® Joins with Cactus Bowl as Title Partner for Newly-Named Cheez-It® Bowl

SOURCES: Fiesta Bowl Organization, Kellogg Company, Impression Sports & Entertainment

Cheez-It® Bowl to host Big 12 vs. Pac-12 match-up on December 26 at 7 pm MT at Chase Field

BATTLE CREEK, MI and SCOTTSDALE, AZ – A new era of college football excitement begins today as Kellogg’s Cheez-It® brand is announced as the title sponsor of the newly-named Cheez-It® Bowl in a multi-year partnership. Formerly known as the Cactus Bowl, the postseason contest features a match-up between members of the Big 12 and Pac-12 conferences at Chase Field in downtown Phoenix. The agreement between the Fiesta Bowl organization and Cheez-It® was brokered by Denver-based Impression Sports & Entertainment.

Cheez-It®, the number one selling cracker brand in the United States[1], will be the exclusive snacks partner[2], bringing delicious snacking experiences and flavor fun to the high-energy excitement of college football.

“For most fans, snacks are an important part of their football-watching experience, whether they are viewing at home or throwing a game day tailgate. The unique, cheesy and crunchy taste of Cheez-It® has earned a place in many fans’ game day snack traditions,” said Jeff Delonis, Marketing Director of Cheez-It®. “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.”

In addition to the exclusive naming rights, Cheez-It® designed the new logo for the game. The fully-integrated 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 appear in the Fiesta Bowl Parade with a float and custom balloon.

“Our organization and Cheez-It® both create fun and engaging experiences that bring people together, so joining for the Cheez-It® Bowl is a win-win for fans, teams, college football and our communities,” said Cheez-It® Bowl and Fiesta Bowl organization Executive Director Mike Nealy. “This is a fantastic game that deserves an elite partner, and we achieved that in Cheez-It®.”

The 30th edition of the game will be played on Wednesday, December 26, at 7 pm MT and be broadcast live on ESPN. Over the 29-year history of the Bowl, the game has featured some of the best players in college football.

“We’re excited to add one of the most innovative and well-known snack brands into our family,” said Steve Leach, Chairman of the Fiesta Bowl Board of Directors. “Teaming with Cheez-It® will enhance our efforts as a leader in hospitality, community impact and incredible events.”

Follow the Cheez-It® Bowl through social media on TwitterFacebook and Instagram and connect with Cheez-It® at Ticket packages for the 2018 Cheez-It® Bowl go on sale on Tuesday, August 21 by visiting

The Fiesta Bowl is a world-class community organization that executes innovative experiences, drives economic growth and champions charitable causes, inspiring pride in all Arizonans. As a nonprofit organization, it believes in the importance of community outreach and service. Through charitable giving, the organization strives to enhance Arizona nonprofit organizations that contribute to the success of communities through youth, sports and education. Since 1971, the Fiesta Bowl has worked to increase its footprint across the state and work to benefit Arizonans year round, during and outside of bowl season.

At Kellogg Company (NYSE: K), we strive to enrich and delight the world through foods and brands that matter. Our beloved brands include Pringles®, Cheez-It®, Keebler®, Special K®, Kellogg's Frosted Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, Eggo®, Mini-Wheats®, Kashi®, RXBAR® and more. Net sales in 2017 were approximately $13 billion, comprised principally of snacks and convenience foods like cereal and frozen foods. Kellogg brands are beloved in markets around the world. We are also a company with Heart & Soul, committed to creating three billion Better Days by the end of 2025 through our 
Breakfasts for Better Days global purpose platform. Visit or

Impression Sports & Entertainment (Impression Sports) specializes in providing clients with full-service sponsorship sales representation, sponsorship consulting and venue naming rights services. Founded in 2011, Impression Sports has established itself as one of the leading firms in the industry by working with top brands, including USC, the San Antonio Spurs, Auburn University, the Fiesta Bowl organization, USA Swimming and ESPN Events among others. Its management team provides in-depth experience and results-driven success in venue naming rights, title sponsorships and high-profile sales and sponsorship platforms.  Based in Denver, CO, Impression Sports is owned by Home Team Sports (HTS). HTS is a sales unit of FOX Sports that offers advertisers one-stop shopping for TV and digital media sponsorship of every MLB, NBA and NHL home team across the U.S., reaching 90+ million homes with its platforms.  For more information on Impression Sports, including a complete client roster and testimonials, visit

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