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From Cheez-It Bowl to Pop-Tarts Bowl

June 4, 2023
We’re talking post-season college football games, not dishware.

In the continued frenzy of naming rights to sporting events and venues, what used to be college football’s Cheez-It Bowl will now be the Pop-Tarts Bowl on Dec. 28 at Camping World Stadium in Orlando, Fla.

The Kellogg product will become the ninth sponsor to attach its name to the 34-year-old bowl game, according to the Orlando Sentinel. The game will be broadcast on ESPN and features the top teams from the Atlantic Coast Conference (and Notre Dame in some years) playing the leader of Big 12 Conference -- as long as those teams are not featured in the College Football Playoff and its subsequent New Year’s Six bowl games.

Last season, Florida State defeated Oklahoma, 35-32, for its first bowl win since 2017. The game drew an announced crowd of 61,520 and 5.4 million TV viewers, making it the second-most watched bowl game outside of the New Year’s Six games, reported the Sentinel.

Previous title sponsors include Blockbuster, Carquest, Micron, Mazda, Champs Sports, Russell Athletic and Camping World.

Cheez-It remains the sponsor of the Citrus Bowl, also at Camping World Stadium, a key New Year’s Day game between the top teams in the SEC and Big Ten, not included in the mix for the playoff.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.