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With a new title sponsor and multi-year partnership, the college football bowl game, the Cactus Bowl, has officially been renamed the Cheez-It Bowl. The Fiesta Bowl organization and Cheez-It made the announcement Monday morning in front of fans and supporters at Chase Field in Phoenix, the venue of the bowl game.

鈥淔or most fans, snacks are an important part of their football-watching experience, whether they are viewing at home or throwing a game day tailgate. The unique, cheesy and crunchy taste of聽颁丑别别锄-滨迟庐聽has earned a place in many fans鈥� game day snack traditions,鈥� said聽Jeff Delonis, marketing director of聽颁丑别别锄-滨迟庐. 鈥淲e鈥檙e very excited to further extend our relationship with college football through the聽颁丑别别锄-滨迟庐聽Bowl to celebrate the state of Arizona and the athletes from the Big 12 and Pac-12.鈥�

The partnership includes new branding, digital and social media, in-stadium exposure, product samplings and on-site activities during the bowl game and other Fiesta Bowl organization events. 聽

鈥淥ur organization and聽颁丑别别锄-滨迟庐聽both create fun and engaging experiences that bring people together, so joining for the聽颁丑别别锄-滨迟庐聽Bowl is a win-win for fans, teams, college football and our communities,鈥� said聽颁丑别别锄-滨迟庐聽Bowl and Fiesta Bowl organization Executive Director聽Mike Nealy. 鈥淭his is a fantastic game that deserves an elite partner, and we achieved that in聽颁丑别别锄-滨迟庐.鈥�

The 30th edition of the Big 12 vs. Pac-12 match-up will be played at Chase Field on Wednesday, December 26, at 7 pm. 聽