Cheez-It amps up Citrus Bowl sponsorship with in-stadium barbershop, spa

Dive Brief:

Cheez-It is sprucing up its latest college football bowl sponsorship with in-stadium activations, including an on-field barbershop and spa experience, according to 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 will have access to their own Flexin’ Section, complete with free snacks and a celebrity barber. Beyond the in-stadium element, Cheez-It is running several social media promotions, such as a TikTok challenge.

Dive Insight:

Cheez-It is hoping that college football fans’ fervor for their favorite teams will translate to its cheese-coated crackers with the colorful on-field experiences at the Citrus Bowl on Jan. 1. This is the second year 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 need 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 game hosted on New Year’s Day.

Cheez-It is factoring NIL athlete partners into the mix as well with their own brand-themed styling station, potentially amplifying the snack’s presence during 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 able to attend the event can still participate in a Cheez-It Fan Flex Challenge on TikTok to show off their game day looks for the chance to win free snacks. Cheez-It has also teamed up with Nails Inc. Polish to offer official nail polish colorways inspired by the 2024 Citrus Bowl, with pre-orders available starting Dec. 29.

Cheez-It has frequently leaned into college football in its marketing, but the space has seen new opportunities arise in recent years 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 bigger bets on college sports.

Sister brand Pop-Tarts is this year hosting the first 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 final whistle is blown. Kellanova is the snacking-focused company that was established when Kellogg split into two entities earlier this year.