Competitive Edge - Sports & Entertainment Marketing News

Cheez-It recreates college football experience with animatronic cheese wheels

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Cheez-It looks to up its game in accommodating college football fans who can’t attend the brand’s namesake bowl later this month due to the COVID-19 health crisis. While Camping World Stadium plans to allow limited attendance on Dec. 29, many people will miss out on viewing the matchup in-person, and could welcome tools for re-creating the experience.

Click here to read the story at marketingdive.com.

Discussion Questions:

  1. What is sponsorship?
  2. What does it mean to activate a sponsorship?
  3. Why do you think it is important for brands to activate their sponsorships?
  4. Based on information from this story, how is Cheez-It activating their sponsorship of this college bowl game?
  5. What is digital marketing?
  6. Describe how Cheez-It’s sponsorship activation provides an example of digital marketing.
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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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