Cheez-It Launches Promotion Around Final Four Called "Munch Mania"

Kellogg’s Cheez-It brand has launched a college basketball promotion called “Munch Mania,” with the winners going to the Final Four semifinals in Houston. As part of the agreement, Kellogg’s has struck two-year sponsorship deals with 15 colleges through rights holder IMG College -- including Duke, UCLA, Michigan, Ohio State, Oregon and Texas, among others -- to help with the promotion and to use school marks on product packaging. Contest winners will play in a celebrity basketball game in Houston. Shaquille O’Neal is among the celebrities being touted on the official website for the promotion. Others celebs include ESPN on-air personalities Desmond Howard and Sam Ponder, as well Terry Crews, Chris Harrison and Rachel DeMita. The celebrity game will be held at Rice Univ.'s NRG Arena on April 3. Five consumer winners and their guests will receive an all-expenses-paid trip to Houston, including Final Four semifinals and championship game tickets. The deal is not affiliated with the NCAA’s official sponsorship program.