The Cactus Bowl has a new name, as a multi-year agreement announced on Monday has resulted in it becoming the Cheez-It Bowl.
Currently played in downtown Phoenix’s Chase Field–home to MLB’s Arizona Diamondbacks–the Cheez-It Bowl was first held at Arizona Stadium in Tucson in 1989, when it was known as the Copper Bowl. It has since been played at several other locations in the state of Arizona, and has gone through various corporate sponsorships.
Cheez-It Bowl is the latest corporate-branded name for the annual game, reflecting the identity of the snack food brand Cheez-It. More from Arizona Sports:
The Cheez-It Bowl has previously been sponsored by Domino’s Pizza, Weiser Lock, Insight, Buffalo Wild Wings, TicketCity and Motel 6.
Denver-based Impression Sports & Entertainment brokered the marketing deal, and Cheez-It designed the rebranded game’s logo.
“We’re excited to add one of the most innovative and well-known snack brands into our family,” said Fiesta Bowl board of directors chairman Steve Leach. “Teaming with Cheez-It will enhance our efforts as a leader in hospitality, community impact and incredible events.”
The 2018 edition of the Cheez-It Bowl will be played at Chase Field on Wednesday, December 26. It will feature teams from the Pac-12 and Big 12 conferences.
Images of Chase Field courtesy Cactus Bowl.