The Fiesta Bowl's top marketing exec said his organization, which also runs tonight's TCU-Cal Cheez-It Bowl at Chase Field, "couldn't envision two better title sponsors" in PlayStation and Cheez-It for events involving collegiate programs, according to Drew Davison of the Ft. Worth STAR-TELEGRAM. There "probably hasn't been a more talked about bowl title sponsor in TCU history" than Cheez-It. Davison: "Some find it humorous. Some find it absurd. It's on just about every list ranking 'bowl names.'" For the Fiesta Bowl organization, Cheez-It's deal to rename the Cactus Bowl, signed in August, "made sense." Fiesta Bowl Chief Marketing & Sales Officer Scott Mullins: "They were looking for a bowl game to build their brand around and we happened to be the right bowl." He added, "They're young. They're fun. They do a lot of great stuff on social media. It really was just a perfect alignment across the board." Davison noted Cheez-It is "no stranger" to sports, as it is "currently partnered with 25 NCAA schools," as well as MLS. Cheez-It has also "been seen on NASCAR cars" and has been involved with MLB and ESPN's "College GameDay." At the Cheez-It Bowl, there will be "samples of Cheez-It's latest creation -- Snap'd," and concession stands will also "sell different Cheez-Its" (STAR-TELEGRAM.com, 12/24).
