Cheez-It Bowl: Orlando game gets a new sponsor to replace Camping World

Cheez-It is the new title sponsor for one of the two college football bowl games held annually at Camping World Stadium in Orlando.

The Cheez-It Bowl will replace the Camping World Bowl during the upcoming football season.

Cheez-It previously was the title sponsor for a bowl game held at Chase Field in Phoenix from 2018-19. Cheez-Its are cheese crackers that have been produced by the Kellogg’s Company for close to a century.

“I’m obviously excited, especially in this environment,” Florida Citrus Sports CEO Steve Hogan said. “Where you get a brand as huge as Kellogg’s and really what CheezIt has been able to do in the space of college football, partnering with the College Football Playoff. … They’re all in.”

FCS, which runs not only the Cheez-It Bowl but also the Citrus Bowl on New Year’s Day as well as the Florida Classic between Florida A&M and Bethune-Cookman,

was looking for a new sponsor with its current sponsorship deal for the Camping World Bowl ending.

“Our preceding bowl game sponsorship with the Fiesta Bowl organization helped solidify Cheez-It as a staple in the college football postseason,” said Jeff Delonis, senior director of marketing for Cheez-It.

“Now we’re excited to turn to the next page and build our bowl-season tradition further through our new partnership with Florida Citrus Sports and the world-class destination of Orlando.”

The game will continue its affiliations with the top teams in the ACC or Notre Dame and the Big 12 Conference in late December. It will also air on ESPN.

Last season, Notre Dame knocked off Iowa State 33-9 in a game that featured a live television audience of more than 4.7 million viewers. It was the fourth-most watched game outside of the New Year’s

Six bowl games.

Camping World was the title sponsor for the Camping World Bowl since 2017.

The company will continue to own naming rights for the stadium as well as the Camping World Kickoff series of games.

“They’re not going anywhere and we’re going to be playing in Camping World Stadium and our next kickoff game, at least officially, is on the books for 2023 with LSU and Florida State,” Hogan said.

The Cheez-It Bowl is the newest name for a game has had numerous different title sponsors since its inception in 1990 — Camping World (2017-19), Russell Athletic (2012-16), Champs Sports (2004-11), Mazda Tangerine (2002-03), Visit Florida Tangerine (2001), MicronPC (1998-2000), Carquest (1994-97) and Blockbuster (1990-1993).