A new era of college football excitement has begun as Kellogg's Cheez-It brand was 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 came together through Denver-based Impression Sports & Entertainment.

Cheez-It, the number one selling cracker brand in the United States¹, will be the exclusive snacks partner, 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 30^th 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."