Guaranteed Rate is taking title sponsorship of the Cactus Bowl, which will be rebranded the Guaranteed Rate Bowl. Guaranteed Rate President & CEO Victor Ciardelli said the deal is for one year: “We like the fact that it’s in Arizona; we are doing a lot of business out West.” The date for the game at Chase Field in Phoenix has not been announced yet. Guaranteed Rate will be the game’s exclusive financial partner, including mortgages, home loans and home buying categories. The lender's partnership includes digital and social media, content, in-stadium exposure, on-site activation and TV ads on ESPN and ESPN Radio.
The last two editions of the game were called the Cheez-It Bowl, but the sponsor has since taken title sponsorship of the former Camping World Bowl. Fiesta Bowl Exec Dir Mike Nealy said, “When it gets to March and we’re looking for a title sponsor and COVID is raging, maybe there is going to be less fish in the pond, but it only takes one.” Ciardelli and Nealy said there is enthusiasm the partnership can become a long-term relationship. Nealy: “We’re pretty excited to have a great partner. And in these times, maybe it means a little more, too.”
