The Drum Awards Festival - Extended Deadline

-d -h -min -sec

College Football Brand Strategy Cheez-It

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

Author

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.

Image

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.

Powered by AI

Explore frequently asked questions

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.

Image

For more, sign up for The Drum’s daily US newsletter here.

College Football Brand Strategy Cheez-It

More from College Football

View all

Trending

Industry insights

View all
Add your own content +