Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.
November 30, 2023
The Cheez-It Citrus Bowl, held on New Year’s Day, will have a Cheez-It Flexin’ Section – a first-of-its-kind on-field barbershop-and spa-inspired experience right on the field.
The Cheez-It Flexin’ Section will give makeovers and treatments, including orange hair dye jobs, mani/“cheddiz,” “cheez”-scented massages and the chance to soak up all the action from the Cheez-It on-field hot tub.
“After last year’s excitement around our ‘Feelin’ the Cheeziest’ Hotel Rooms, we knew we had to take the fan and player experience to the next level,” says Cara Tragselier, senior brand director, Cheez-It. “Cheez-It is all about elevating game day excitement and celebrating the absurdly obsessed fans of all things football, from the game to the food. We cannot wait to unveil the Cheez-It Flexin’ Section to give fans the most epic game-viewing experience and all the tools to show their pride for their favorite team and their favorite snack.”
Fans looking to experience the Cheez-It Flexin’ Section can attend a free pre-game FanFest just outside Camping World Stadium and get one of the complimentary Cheez-It Citrus Bowl Cutz, courtesy of on-site stylists and barbers. Fans who get the most absurd look on the menu at FanFest have a chance to gain access to the on-field V.I.Cheez seats in the Cheez-It Flexin’ Section with even more exclusives to on-field services and major game views.
After having athletes wake up “Feelin’ the Cheeziest” last year, Cheez-It is doubling down on another way to prep players for game day in a fashion only Cheez-It can deliver. Name, image and likeness (NIL) player partners will have exclusive access to a players-only Cheez-It Flexin’ Section, complete with their bowl game barbershop staffed by a celebrity barber of other all-star athletes for fresh cuts before the game and an unlimited supply of Cheez-It snacks.
Fans outside of Orlando can enter the Cheez-It Fan Flex Challenge, where they can give themselves a Cheez-It inspired game day look and post on TikTok with the hashtag #CheezItFanFlexEntry until 11:59 p.m. ET on Jan. 1 for a chance to win Cheez-It snacks for their upcoming National Championship watch parties. No purchase necessary, see full rules at Cheezit.com/FanFlexChallenge.
Fans can take home a piece of the Cheez-It Flexin’ Section with official Nails Inc. Polish colors in the snack’s orange and red colors from the 2024 Cheez-It Citrus Bowl – follow the brand on social for updates, as they will be available for pre-order Dec. 29th at CheezIt.com.
For the first time, two Cheez-It-infused takes on popular stadium bites will be exclusively available at Camping World Stadium concessions on game day with the Loaded Chili Cheez-It Crunch Dog and Mac & Cheez-It Walking Nachos.
The 2024 Cheez-It Citrus Bowl airs Jan. 1 at 1 p.m. EST on ABC.
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.
Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
Subscribe for updates directly into your inbox.
You May Also Like
Licensing Expo Provides First Glance of Closing ProgramFeb 22, 2024
Wyncor Appoints Sales ExecutivesFeb 21, 2024
Coty and Etro Embark on New License AgreementFeb 21, 2024
Pudgy Penguins Expands Toy Collection in WalmartFeb 21, 2024