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College Football Brand Strategy Cheez-It

Cheez-It hopes to score NIL deal with ‘Feelin’ the cheeziest’ hotel rooms


By Webb Wright, NY Reporter

December 2, 2022 | 4 min read

Ever thought about sleeping inside of a Cheez-It box? Of course you haven’t.


Cheez-It says that its four branded hotel rooms will "look and feel straight out of a Cheez-It box." / Cheez-It

Kellogg’s-owned snack brand Cheez-It is giving four college football players the chance to sleep inside of Cheez-It-themed hotel rooms.

What will those look like, you ask? Just picture covering everything inside of your typical hotel room with Cheez-It ads and you’ll begin to get an idea.

Two images that have been published – which are obviously computer-generated – do indeed give the impression that the brand has gone to great lengths to make the occupant feel that they’ve been transported into some kind of immersive Cheez-It world: there’s Cheez-It wallpaper, Cheez-It pillows, red and mustard-yellow everywhere, and - for some reason - a haunting portrait of a king with a wheel of cheese for a head. (Good luck trying to get some shut-eye in those accommodations.)

The college athletes staying in the Cheez-It-ified hotel rooms will be playing in the Cheez-It Bowl and the Cheez-It Citrus Bowl, which kick off in Orlando’s Camping World Stadium on December 29 and January 02 respectively. The teams playing in both matchups have yet to be announced.

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Cheez-It said in a press release yesterday that it “aims to ink its first-ever name, image and likeness (NIL) deals with four of the most absurdly cheezy Cheez-It Bowl and Cheez-It Citrus Bowl players having the chance to check-in to hotel rooms the night before their respective showdowns to wake up ‘Feelin’ the Cheeziest’ – next-level excitement and waking up amped up for an epic game day.“

“For years we’ve created absurdly satisfying game day experiences for fans, but this year we’re bringing the over-the-top excitement only Cheez-It can give directly to players,“ Erin Storm, brand senior director for Cheez-It, said in a statement. “By offering the cheeziest players the full Cheez-It experience via our first-ever NIL deal, we hope to take team spirit to the next level and give them a one-of-a-kind stay before a one-of-a-kind matchup.“

The brand is also giving college football fans the chance to spend the night before the Cheez-It Bowl inside Camping World Stadium (no further details of the accommodations were provided), and then watch the game from Cheez-It-themed hotel room replicas built in one of the endzones.


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