Pop-Tarts has acquired the naming rights for the next bowl game coming to Orlando’s Camping World Stadium.
On Wednesday, Kellogg Company announced that its popular toaster treats will take over the former Cheez-It Bowl at Camping World Stadium on December 28.
This year’s matchup will be the 34th edition of the popular bowl game, which moved to Central Florida in 2001. The game traditionally features a clash between top teams from the Atlantic Coast and Big 12 Conferences.
“We’re ecstatic to be the new title sponsor of the Pop-Tarts Bowl with our partners at Florida Citrus Sports and cannot wait to host Crazy Good experiences for fans and players alike in Orlando, and for those joining us from home,” said Heidi Ray, Senior Director of Marketing, Pop-Tarts.
The multi-year partnership between Pop-Tarts and Florida Citrus Sports, which hosts the yearly bowl game, includes exclusive naming rights, digital and social media content, in-stadium exposure, product sampling and on-site activation at the game and other organization events.
“We’re excited to partner with Pop-Tarts and look forward to welcoming another one of America’s most beloved brands to Orlando,” said Florida Citrus Sports CEO Steve Hogan.
During last year’s bowl game, the Florida State University football team narrowly edged the University of Oklahoma, 35 to 32. Officials say the event drew and crowd of 61,520 attendees, and a viewership of 5.4 million viewers, making it the second-most watched postseason game outside of the New Year’s Six.
Cheez-It will remain the sponsor of the Cheez-It Citrus Bowl, which is also held at Camping World Stadium.