By now, you’ve heard the news. Cheez-It is the new sponsor of what used to be the Camping World Bowl. You’ve also likely pieced together the corollary to that: Cheez-It is no longer sponsoring the bowl in Arizona that it sponsored the last two seasons. There is still a Cheez-It Bowl. But it is not the same Cheez-It Bowl as it was.
Briefly, many of us did not piece together that corollary. We thought there might be two Cheez-It Bowls. Can you imagine? Especially if they were both just named the Cheez-It Bowl? Or if one was named The Cheez-It Bowl and one was named The Other Cheez-It Bowl? Alas. It was not to be. Except…
While I’m guessing the bridge is burnt with the bowl in Arizona, there are plenty of other bowls out there. It’s unlikely the former Camping World Bowl is the only one that was still looking for a sponsor. There’s an opportunity here. And Cheez-It…should Seez-It.
It starts this year. Cheez-It gobbles up lesser known bowls. Goodbye, Quick Lane Bowl. Hello, Cheez-It Bowl II. Goodbye, Redbox Bowl. Hello, Cheez-It Bowl: Santa Clara. Goodbye, LendingTree Bowl. Hello, Cheez-It Bowl of the South.
As Cheez-It’s dominance of the bowl sponsorship market spreads, there will, of course, need to be more than one bowl simply named the Cheez-It Bowl. The optimal number for this category is five—enough to cause talking heads problems differentiating while still keeping such occasions occasional. That leaves something like 35 more bowls to be named in creative, Cheez-It-centric ways.
Some would still need prior title sponsors to stay on board, like the Bad Boy Mowers Cheez-It Bowl. Some would pay homage to the bowl’s geographic area, like the Cheez-It Famous Potatoes Bowl. Some would support the real heroes, like the Cheez-It Bowl Supporting First Responders.
The best, though, would be the bowls with College Football Playoff ties: The Cheez-It Bowl, presented by Roses. The Cheez-It National Championship Game, presented by College Football. The Tostitos Fiesta Bowl That Is Also the Cheez-It Bowl™.
Would it be worth the price for the Kellogg Company, creator of Cheez-It’s?
There’s only one way to find out.
