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Cheez-It Bowl

The Cheez-It Bowl was an annual postseason held from 2020 to 2022 at in . Sponsored by , the baked snack cracker brand owned by Company, it featured matchups between teams from the Atlantic Coast Conference (ACC) and the as part of the Football Bowl Subdivision postseason. Operated by the nonprofit organization Florida Citrus Sports, the game was typically played in late December and broadcast nationally on . The origins of the Cheez-It Bowl sponsorship trace back to 2018, when entered a multi-year title partnership with the Fiesta Sports Foundation to rename Arizona's longstanding Cactus Bowl (dating to 1989) as the Cheez-It Bowl, pitting Big 12 teams against Pac-12 opponents at in . After two seasons there—highlighted by low-scoring defensive battles, including a 10–7 victory over in 2018—the sponsorship relocated eastward in 2020 amid changes in the landscape. This move rebranded Orlando's Bowl, which had been held at the 65,000-seat since 2001 and previously featured varying conference tie-ins, into the Cheez-It Bowl under a new agreement with Florida Citrus Sports. The relocation aligned with Cheez-It's marketing strategy to expand its presence in a major market, leveraging Orlando's tourism appeal and the stadium's history of hosting over 30 bowl games since 1947. Over its three editions in Florida, the Cheez-It Bowl showcased competitive games with a mix of offensive fireworks and dramatic finishes, contributing to the vibrant Orlando bowl season economy, which generated millions in local impact through tourism and events. The matchups were:
  • 2020: #21 Oklahoma State Cowboys defeated Miami Hurricanes, 37–34, in a high-scoring affair where quarterback Spencer Sanders threw for 305 yards and four touchdowns to secure the Cowboys' first bowl win since 2017.
  • 2021: #19 Clemson Tigers defeated Iowa State Cyclones, 20–13, as Clemson extended its streak of 10-win seasons to six straight under coach Dabo Swinney, despite a defense-limited contest that echoed the brand's early Arizona low-offense theme.
  • 2022: #13 Florida State Seminoles defeated Oklahoma Sooners, 35–32, in a thrilling comeback capped by a late field goal, marking the Seminoles' first bowl victory in six years and providing a fitting end to the Cheez-It Bowl era.
The Bowl concluded after 2022 when the naming rights for the late-December slot shifted to , rebranding it the starting in 2023 with its inaugural edible bowl trophy gimmick. Concurrently, Cheez-It extended its involvement in Orlando by securing a multi-year title sponsorship for the historic (dating to 1947), renaming it the Cheez-It Citrus Bowl beginning with the 2023 edition and focusing on Big Ten versus matchups. This transition preserved Cheez-It's footprint in , where it has sponsored bowls for over seven consecutive years while aligning with ESPN's broadcast slate.

History

Early Years in Miami and Relocation to Orlando (1990–2019)

The Blockbuster Bowl was established in 1990 as a postseason game in , organized by Blockbuster Video in partnership with to feature mid-tier teams ineligible for major bowls like the nearby . Played at , the inaugural edition on December 28 drew 74,021 fans for a matchup between No. 11 Florida State and No. 7 Penn State, with the Seminoles securing a 24–17 victory behind Casey Weldon's 248 passing yards and a run. Early games maintained moderate interest but struggled with prestige and attendance compared to established bowls, as the event targeted non-conference independents and lower-ranked conference teams without formal tie-ins. For instance, the 1991 edition saw defeat 30–25. The bowl underwent several sponsorship-driven name changes during its Miami tenure, reflecting shifts in corporate backers while remaining a neutral-site game for regional programs. It retained the moniker through 1992 before becoming the from 1993 to 1997, followed by the Micron PC Bowl in 1998 and MicronPC.com Bowl in 1999–2000. These iterations featured competitive matchups, such as 's 46–23 rout of NC State in 1998, but attendance declined over the decade amid competition from higher-profile events, averaging under 40,000 by the late 1990s. In 2001, the game relocated to Orlando's Stadium (later renamed ) under the management of Florida Citrus Sports, a nonprofit seeking to consolidate bowl operations and leverage the venue's capacity for multiple events including soccer and concerts. The move addressed Miami's waning fan interest and positioned the bowl within a hub, debuting as the Visit Florida Tangerine Bowl with defeating NC 34–19. Subsequent names included the Tangerine Bowl (2002–2003) and Bowl (2004–2011), during which tie-ins evolved from independent selections to affiliations with the and starting in 2001. By 2012, as the Russell Athletic Bowl, it featured vs. Big East in 2012 and vs. in 2013, then secured a prominent spot in the 's bowl package, pairing teams against Big 12 opponents from 2014 to 2019. Notable contests in this era included Louisville's 36–9 upset of in 2013, highlighted by Bridgewater's 447 passing yards, and Baylor's 49–38 thriller over in 2015, with Baylor setting a bowl record with 756 total offensive yards. The Orlando venue enhanced the bowl's viability with infrastructure improvements, such as the installation of GameDay Grass 3D in 2010 to accommodate diverse events like NFL exhibitions and international soccer matches. Renamed the Camping World Bowl from 2017 to 2019, the game continued to draw solid crowds, exemplified by the 2019 –Iowa State matchup that attracted 46,948 spectators and underscored its role in the –Big 12 rotation.

Cheez-It Sponsorship Period (2020–2022)

In May 2020, , a snack brand owned by Kellogg Company, announced a multi-year agreement to become the title sponsor of the bowl game previously known as the Bowl, marking a shift from its prior sponsorship of the Cactus Bowl in . The partnership aimed to leverage the brand's popularity among younger demographics, including and Gen Z, by associating the crunchy cheese crackers with the excitement of bowl season. This deal replaced the prior sponsorship and introduced a fresh identity focused on fun, snack-themed activations to engage fans. The onset of the significantly influenced planning for the inaugural Cheez-It Bowl in December 2020, as organizers implemented enhanced safety protocols including reduced stadium capacity to about 13,000 attendees (20% of full capacity), mandatory mask requirements, in seating areas, and cashless concessions to minimize contact. Despite widespread cancellations of other bowl games due to health concerns and team opt-outs—such as the canceled and Tropical Smoothie Cafe Frisco Bowl—the Cheez-It Bowl proceeded as scheduled at in Orlando. These measures allowed the event to maintain standards while preserving the game's tradition amid broader disruptions to the 2020-21 postseason. Under Cheez-It sponsorship, the bowl underwent notable branding transformations, including a redesigned logo that incorporated the distinctive square shape and orange hue of Cheez-It crackers to symbolize the game's "cheesy" spirit. Promotional integrations with Kellogg's products featured throughout game week, such as branded concessions and merchandise tie-ins, enhancing the snack's visibility. A signature element debuted in 2020 when the winning coach, Oklahoma State's Mike Gundy, was doused in crushed Cheez-It crackers in a celebratory "Cheez-It Bath," establishing a playful tradition tied to the sponsor's identity. Operationally, the sponsorship era emphasized digital outreach to broaden fan interaction, with amplified efforts including campaigns like #CheezItBowl for and virtual fan experiences such as customizable "Cheez-It Wheel" avatars for remote cheering. On-site activations incorporated cracker-themed tailgates and interactive zones, fostering immersive, brand-aligned environments that boosted engagement beyond traditional attendance. These initiatives helped position the bowl as a lighthearted, snack-centric event, aligning with 's during a period of evolving fan consumption habits. The sponsorship concluded after the 2022 game, influenced by Company's corporate restructuring announced in June 2022, which split the business into (encompassing snack brands like and ) and . (focused on cereals). subsequently shifted sponsorship emphasis to for the 2023 edition, rebranding the bowl accordingly. The final Bowl in 2022 drew a peak attendance of 61,520, reflecting strong interest in the event's established format and branding.

Conference Tie-Ins and Selection

Affiliation Agreements

The Cheez-It Bowl, held annually in , established its primary affiliation agreements with the Atlantic Coast Conference (ACC) and the beginning in 2020, as part of the broader (CFP) non-playoff bowl rotation. This partnership replaced the bowl's prior arrangement but continued the ACC-Big 12 matchup format that had been in place since 2014 under the Russell Athletic Bowl branding. The agreement ensured that one team from each conference would participate annually, provided neither was selected for the CFP or their respective conference championship game, fostering cross-conference matchups such as Oklahoma State versus in the inaugural 2020 edition. Historically, the bowl's affiliations evolved to align with major conferences amid changes in college football's postseason structure. Prior to 2014, it featured tie-ins between the and the (later the ), as seen in the 2013 Russell Athletic Bowl pitting Louisville against . The shift to the ACC-Big 12 pairing from 2014 through 2019 was formalized in a six-year deal, positioning the game as a key destination for high-ranking teams outside the CFP semifinals and bowls. This arrangement persisted into the Cheez-It era through CFP contract extensions running until at least 2025, with provisions for renewal amid the expanded 12-team playoff format starting in 2024. Under these agreements, selection prioritized teams based on conference championship exclusions, bowl pool rankings, and overall postseason eligibility, with the committing its first-tier selection after CFP and obligations, and the Big 12 similarly designating a mid-tier team. The contracts included financial commitments, with the bowl providing a total payout of approximately $6 million shared between the two conferences—around $3 million each—supporting travel, operations, and revenue distribution to member institutions. As a Tier 2 bowl in the CFP framework, the game held priority for non-CFP eligible teams from over slots in Group of 5 matchups, enhancing its role in showcasing competitive, high-profile games while adhering to the NCAA's postseason guidelines.

Team Selection Criteria

Bowl officials, in coordination with the and , select teams for the Cheez-It Bowl following the release of the final (CFP) rankings, typically on the Sunday after conference championship games in late November or early December. This timeline allows for the identification of eligible teams not advancing to the CFP or higher-tier bowls, with announcements often occurring shortly thereafter; for instance, the 2020 matchup was revealed on December 20. As the bowl holds the first selection slot from the ACC and the second from the Big 12 (after the ), organizers prioritize creating competitive and appealing games from the available pools of bowl-eligible teams with at least six wins. Key criteria include team rankings in the CFP poll or computer metrics like Sagarin ratings, where selections often favor teams in the 20–40 range to ensure quality matchups without overlapping with playoff contenders. (APR) compliance is mandatory for all participants, as NCAA rules require a multi-year APR of at least 930 for , and selections consider this to avoid risks with underperforming programs. Player availability plays a significant role, particularly regarding opt-outs and health; in 2020, protocols emphasized teams with minimal positive cases and robust testing to prevent forfeits, while opt-outs were managed to preserve roster depth. Marketability factors in star players and storylines for fan interest, alongside geographic preferences to facilitate and attendance, such as favoring Florida-based teams for the Orlando venue. Examples from the sponsorship era illustrate these priorities. In 2020, No. 18 (ACC) was chosen for its strong record and local appeal, paired with No. 21 Oklahoma State (Big 12) over potentially higher-ranked options due to confirmed availability amid COVID disruptions. The 2021 selection of (ACC, ranked No. 19 in the ) against Iowa State (Big 12) balanced a proven powerhouse with an emerging squad for competitive equity. For 2022, Florida State (ACC, ranked No. 13 in the CFP) faced (Big 12), highlighting rising programs while adhering to tie-in slots and avoiding rematches. These choices were further promoted through sponsorship channels, such as highlights of key players.

Cheez-It Bowl Games

2020 Cheez-It Bowl

The 2020 Cheez-It Bowl marked the first edition of the game under its new title sponsorship, pitting the No. 21 Oklahoma State Cowboys (7–3) of the against the No. 18 (8–2) of the Atlantic Coast Conference, selected through established bowl tie-in agreements between the organizing conferences and Florida Citrus Sports. The matchup was played on December 29, 2020, at in , with attendance limited due to restrictions. Oklahoma State rallied from an early 14-point deficit to secure a 37–34 victory, earning the Cowboys their first bowl win since the 2016 Alamo Bowl. Quarterback Spencer Sanders, named the game's MVP, orchestrated the comeback, completing 27 of 37 passes for 305 yards and four touchdowns, while Miami's starting quarterback D'Eriq King exited early in the second quarter with a knee injury, forcing backup N'Kosi Perry into action. Sanders connected on several key scores, including a 32-yard touchdown pass to Brennan Presley that capped a 10-play, 75-yard drive to open the scoring. Oklahoma State amassed 505 total yards on 79 plays, outpacing Miami's 402 yards, while the Hurricanes committed two turnovers that shifted momentum. The game remained tight throughout, with Miami briefly regaining the lead at 34–28 late in the fourth quarter on a 1-yard run by Harris, but Sanders responded with a 16-yard scoring strike to Presley and a successful to seal the win. In the immediate aftermath, Oklahoma State head coach received the inaugural Cheez-It Bath—a sponsorship involving a dousing of crackers—during the on-field celebration. The broadcast on drew 3.20 million viewers, the highest audience for any non-College Football Playoff bowl game that season to that point.

2021 Cheez-It Bowl

The 2021 Cheez-It Bowl featured a matchup between the of the Atlantic Coast Conference (), who entered with a 9–3 record, and the of the , finishing the regular season at 7–5. The game, held on December 29, 2021, at in , drew an attendance of 39,051 spectators. This contest continued the bowl's affiliation agreement between the ACC and Big 12, pitting conference representatives in a defensive battle that contrasted sharply with prior editions by emphasizing gritty, low-scoring play. Clemson secured a 20–13 victory, extending their bowl winning streak to seven games and marking their 11th consecutive season with at least 10 wins. The Tigers' defense anchored the win, limiting State to just 270 total yards and 14 first downs, including only 66 rushing yards on 21 carries. Clemson's offense managed 315 yards, led by D.J. Uiagalelei's 21-of-32 performance for 187 passing yards, while Will Shipley contributed 61 rushing yards and a . The game remained tight throughout, with Clemson building a 13–6 lead before pulling away in the third quarter. Key moments defined the defensive intensity, including cornerback Mario Goodrich's 18-yard interception return for a touchdown early in the third quarter, which extended Clemson's lead to 20–6. Iowa State narrowed the gap to 20–13 on a late 6-yard touchdown pass from Brock Purdy to tight end Charlie Kolar. Purdy completed 22 of 39 passes for 204 yards, one touchdown, and two interceptions, but was hampered by two second-half turnovers. The decisive turning point came in the fourth quarter, when Clemson stuffed Iowa State on a goal-line stand and later forced a fumble from Purdy on a critical fourth-down play near midfield, sealing the outcome with under a minute remaining. Clemson recorded one sack, courtesy of defensive end K.J. Henry, contributing to the Cyclones' inefficiency on offense. Goodrich was named the game's MVP. In post-game celebrations, Clemson head coach received the traditional Bath, doused with the sponsor's product amid cheers from players and fans, highlighting the bowl's unique branding elements. The game aired on , attracting an estimated 3.2 million viewers.

2022 Cheez-It Bowl

The 2022 featured a matchup between the No. 14 , who entered with a 9–3 record, and the , finishing at 6–6, on December 29, 2022, at in . The game drew a record attendance of 61,520 spectators, the highest for the bowl in over a decade and marking a strong close to the sponsorship era before the event's rebranding. secured its first bowl victory since 2017, improving to 10–3 on the season and capping a resurgence under head coach . Quarterback was named the game's . The game was a high-scoring thriller, with rallying from a double-digit deficit to defeat 35–32 on a 32-yard by with 55 seconds remaining. The Seminoles exploded for 587 total yards, including a dominant passing attack led by , who completed 27 of 38 passes for 418 yards and two touchdowns while adding 50 rushing yards. Johnny Wilson set a program bowl record with 202 receiving yards on eight catches, highlighted by a 58-yard that positioned the game-winning kick. Treshaun Ward contributed 81 rushing yards and two touchdowns, including a 38-yard score, as State averaged 7.4 yards per play overall. countered with 496 total yards, driven by 253 rushing yards and three rushing touchdowns, but Dillon Gabriel's 14-of-24 passing for 243 yards and one interception limited their aerial efficiency in the second half. The tied the score at 32 late on a 12-yard run by Jovantae Barnes, but a final by State's Dennis Briggs Jr. sealed the win. In post-game celebrations, Norvell received the traditional Cheez-It Bath, doused with the sponsor's product by his players on the field, symbolizing the bowl's unique branding. The broadcast on averaged 5.4 million viewers, the highest for any Cheez-It Bowl and the top non-College Football Playoff game of the postseason up to that point. This finale underscored the event's growing popularity during the sponsorship period.

Traditions and Sponsorship Features

Cheez-It Bath Ceremony

The Cheez-It Bath Ceremony was introduced in 2020 as a signature tradition for the Cheez-It Bowl, serving as a playful homage to the game's title sponsor by replacing the conventional with an on-field dousing of crushed Cheez-It crackers for the winning . This lighthearted ritual aimed to infuse the post-game celebration with the brand's cheesy identity, aligning with broader trends in corporate-sponsored bowls where product-themed festivities enhance visibility and fan engagement. The ceremony debuted following State's 37-34 victory over , marking the first instance of this snack-inspired twist on a longstanding custom. Coordinated as part of the sponsorship by Kellogg Company, the event's parent corporation for the Cheez-It brand, the bath utilized food-safe, crushed original-flavor crackers to ensure safety and thematic consistency during the on-field execution immediately after the final whistle. Players and staff poured the crackers over the coach from a large cooler, creating a crunchy cascade that symbolized victory while tying directly into the product's non-perishable, snackable appeal. In the inaugural 2020 ceremony, head coach received the bath and later remarked, "Well, that bath is much better than the ice cold at my age," highlighting its warmer, more enjoyable alternative to traditional liquids. The ritual was repeated annually during the sponsorship era, with Clemson head coach doused after a 20-13 win over in 2021, where he noted the unexpected shower amid celebrations for his 150th career victory, and Florida State head coach bathed following a dramatic 35-32 thriller against in 2022. The ceremony quickly became a viral highlight of bowl season, generating significant social media buzz through shared videos and memes that captured the absurdity and joy of the snack-themed spectacle. For instance, footage of Gundy's 2020 bath circulated widely on platforms like and , contributing to discussions on innovative sponsor integrations that blended with on-field excitement. This tied into broader snack culture, positioning the Cheez-It Bowl as a fun counterpoint to the high-stakes nature of postseason play, and it amplified the game's lighthearted reputation among fans and media. Following the end of Cheez-It sponsorship after the 2022 game, the bath ceremony was discontinued as the bowl rebranded to the under continued (now Kellanova) oversight. However, the tradition continued in the Cheez-It Citrus Bowl, with examples including coach receiving the bath after the 2023 game and coach after the 2024 edition. Its influence endured in the evolution of edible sponsor traditions, with the introducing an edible mascot in 2023 that echoed the Cheez-It bath's emphasis on consumable, brand-centric festivities, further cementing the legacy of product-infused bowl rituals in .

Marketing and Fan Engagement Initiatives

During the Cheez-It sponsorship period from 2020 to 2022, marketing efforts emphasized interactive experiences blending digital engagement with on-site activations to amplify brand visibility among college football fans. The multi-year partnership with Florida Citrus Sports incorporated exclusive naming rights alongside digital and social media content, in-stadium exposure, product sampling, on-site activations, and broadcast integrations, aiming to create memorable "cheezy" moments tied to the bowl game. In 2020, launched the "Fanimatronic Cheering Cheese Wheels" initiative, allowing fans to build custom avatars online that appeared as animatronic cheese wheels cheering from the end zones during the game broadcast on . This digital-to-live activation recreated the stadium atmosphere amid limited in-person attendance due to the , encouraging fan participation through personalized virtual presence. The 2021 campaign featured the "Hall of Cheez" promotional ad series in collaboration with personalities Jason Fitz, , and Christine Williamson, humorously inducting dedicated superfans into a fictional hall of fame to highlight fan passion and tie it to the bowl's branding. This effort extended the partnership's broadcast integrations, fostering a among viewers. By 2022, the "Feelin' the Cheeziest" promotion escalated fan engagement through on-site events and incentives, including a at Pointe Orlando where attendees could enter to win overnight stays in -themed hotel rooms and on-field suites styled like giant cracker boxes. also secured its first name, image, and likeness (NIL) deals with four college athletes—two from the Cheez-It Bowl matchup and two from the affiliated —to promote the campaign, marking an innovative use of emerging athlete marketing to connect with younger demographics. These activations complemented the Cheez-It Bath ceremony as a signature promotional hook, drawing crowds for post-game celebrations.

Media Coverage and Impact

Broadcast Details

The Cheez-It Bowl games from to were exclusively broadcast on , with all three matchups airing live on the main ESPN network as part of the network's comprehensive bowl season coverage. Production for each event was managed by , the division responsible for operating and staging over 30 games annually, ensuring consistent high-production standards including multi-camera setups and on-site coordination at in . Play-by-play announcing teams varied across the years, reflecting ESPN's rotation of talent for bowl coverage. The 2020 game featured on play-by-play, as analyst, and Katie George handling sideline reporting, adapting to the unique challenges of the pandemic-era broadcast. In 2021, provided play-by-play duties, joined by analyst and sideline reporter , delivering commentary for the Clemson versus Iowa State matchup. The 2022 edition shifted to on play-by-play, with as analyst and on sideline, covering the versus State contest. Broadcast graphics and sponsor integrations prominently featured branding, including custom overlays and scorebugs that incorporated the snack's iconic orange square motif to enhance thematic consistency throughout the telecasts. Halftime programming included lighthearted segments tied to the sponsor, such as quizzes on snack and fan engagement prompts, aligning with the bowl's playful "cheesy" identity. The 2020 production incorporated remote elements due to protocols, minimizing emphasis on empty stands and focusing instead on field-level action and virtual fan interactions to maintain energy. Radio coverage was available via simulcasts for each game, providing nationwide audio access with dedicated play-by-play teams. Streaming options expanded accessibility through ESPN+, which offered live streams of the main broadcast alongside supplementary features like multi-angle replays for key plays, allowing viewers to customize their experience on digital platforms. Production innovations, such as drone shots capturing aerial views of the in 2021, added dynamic visuals, particularly effective in highlighting the venue's atmosphere during a period of recovering attendance. These broadcast elements contributed to steady viewership engagement, setting the stage for analyzed trends in audience metrics across the bowl's early years.

Viewership and Attendance Trends

The Cheez-It Bowl experienced fluctuating viewership during its early years under the sponsorship, influenced heavily by the . In 2020, the game between Oklahoma State and averaged 3.2 million viewers on , the highest-rated non-College Football Playoff bowl up to that point in the season despite being relocated to Orlando and played without live spectators. was zero due to health restrictions at . Viewership rebounded in with Clemson defeating Iowa State, drawing 4.9 million viewers and marking the most-watched non-New Year's Six bowl of the postseason. The game attracted 39,051 attendees at the same venue, operating at approximately 65% capacity amid easing pandemic protocols. This represented a significant uptick from the prior year, boosted by fan interest in the ACC-Big 12 matchup and broader return of crowds to bowl events. The bowl's 2022 edition in Orlando, Florida, saw further growth, with Florida State's 35-32 upset of Oklahoma averaging 5.4 million viewers on ESPN—the highest for the game since 2013 and ranking it among the top 10 non-CFP bowls that season. Attendance reached 61,520 at Camping World Stadium, nearing full capacity of 65,000 and the highest in over a decade for the event. Factors contributing to the spike included Florida State's rising national profile under coach Mike Norvell and the appeal of an ACC-Big 12 rivalry, alongside Cheez-It's marketing efforts that supported a 15% year-over-year viewership increase above the non-CFP bowl average. Overall, the Cheez-It Bowl's trends reflect broader postseason recovery, with sponsorship playing a key role in elevating visibility beyond league benchmarks. The Orlando bowl season, including the Cheez-It Bowl, generated nearly $100 million in economic impact in 2022 through and related spending.

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