The Cactus Bowl officially became the Cheez-It Bowl on Aug. 20, 2018 at a news conference at Chase Field.
Fiesta Bowl Committee

One of the college football bowl games in Arizona has a new name.

The Cactus Bowl, which is played at Chase Field following the 2018 season, will now be known as the Cheez-It Bowl.

The announcement was made on Monday morning at Chase Field, home of the Arizona Diamondbacks.

Last year, the Fiesta Bowl Committee, the yellow jacket-wearing group in charge of organizing the Cactus Bowl, could not find a title sponsor in time for the game.

“We had an option or two last year that just weren’t the right fit,” Fiesta Bowl Executive Director Mike Nealy said. “We wanted the right sponsor, and as hard as it was not having one last year, by waiting for the right one, we found a national brand and a long-term relationship.”  

In Cheez-It, the Fiesta Bowl Committee has joined forces with a long-time advertising partner of college football. The sponsorship deal for the bowl game is two-years, followed by a mutual multi-year option.  

Inheriting three decades of tradition, the Cheez-It Bowl pits the No. 6 Big 12 team against the No. 7 Pac-12 team.

Nealy said that having a national brand like Cheez-It as the bowl’s title sponsor should raise its status, but he wasn’t sure if that would lead to higher-ranked teams coming to Chase Field. 

“In our current contractual situation, there’s not a ton of leeway between which teams show up here,” Nealy said.   

The bowl will be played Dec. 26 at 7 p.m. and can be seen on ESPN.

Where the bowl will take place beyond this year is still unclear. There are talks that the game could go back to Tempe, where it was played from 2006-2015, now that renovations are mostly complete at Sun Devil Stadium. 

Kansas State beat UCLA in the 2017 game, 35-17.

Previous sponsors of the game include Motel 6 (2016) and TicketCity (2015).


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