Competitive Edge - Sports & Entertainment Marketing News

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


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.

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Discussion Questions:

  1. What is sponsorship?
  2. Why do brands sponsor sports and entertainment properties and events?
  3. How do you think they determine which properties to sponsor?
  4. Why would Cheez-It want to align with college football?
  5. Why do you think they are sponsoring the Citrus Bowl?
  6. What is sponsorship activation?
  7. Why is it important for sponsors to activate?
  8. Based on what you learned from this story, describe this activation from Cheez-It.
  9. What is NIL?
  10. What role will NIL have in the activation?
  11. How will Cheez-It be on concessions menus at the game, based on what you learned in this news story?
  12. Why might that be important to the brand?
  13. What is Cheez-It doing for fans at home who won’t be in the stadium on game day?
  14. Why do you think that is an important consideration as part of the overall activation?
  15. What role will social media play?
  16. Why do you think they chose TikTok instead of Facebook or Twitter?
  17. What hashtag will be used for this campaign?
  18. Why are hashtags important in marketing?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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