Players from Tennessee and Iowa Sign Cheez-It NIL Deal
/cdn.vox-cdn.com/uploads/chorus_asset/file/11739419/845039378.jpg.jpg?resize=587%2C587&ssl=1)
Volunteers and Hawkeye teams collaborate with a cracker company before their Citrus Bowl game.
In the Cheez-It Citrus Bowl on New Year’s Day, duos from the Iowa Hawkeyes and Tennessee Volunteers will receive NIL support from the game’s presenting sponsor.
The Cheez-It Flexin’ Section, an on-field barbershop and spa experience, is being expanded by the cheese cracker brand in collaboration with Vols wide receiver Ramel Keyton, running back Dylan Sampson, Hawkeyes linebacker Jay Higgins, and defensive back Sebastian Castro.
A players-only area with a hot tub, an endless supply of Cheez-Its, and a barbershop run by celebrity Kenny Duncan will be available to the athletes only.
Cara Tragselier, Senior Brand Director for Cheez-It, stated, “We knew we had to take the fan and player experience to the next level after last year’s excitement around our ‘Feelin’ the Cheeziest’ Hotel Rooms.” “The goal of Cheez-It is to celebrate and elevate the ridiculously passionate fans of everything football, from the game to the cuisine, on game day. We are thrilled to introduce the Cheez-It Flexin’ Section, which will provide fans with the ultimate game viewing experience and all the means by which they can proudly support both their favorite snack and team.”
Keyton set career highs in receptions (32), receiving yards (591), and touchdown catches (six) this season while starting all 12 games for the Vols. Sampson concluded his sophomore campaign with 471 rushing yards and seven rushing touchdowns, leading the team.
FWAA, Phil Steele, and Sports Illustrated named Higgins to their first team of All-America, and he also set an Iowa record with 90 assisted tackles in a season. Castro led the Hawkeyes with eight pass break-ups and three interceptions while being named to the Pro Football Focus first-team All-America.
Citrus Bowl attendees can get an exclusive look at the field and a free haircut from the brand at the pre-game FanFest outside of Camping World Stadium. The chance to take part in the Cheez-It Flexin’ Section will be awarded to the most outrageous styling.
In order to stay in brand-themed hotel rooms prior to their bowl games, Cheez-It teamed up with Florida State wide receiver Mycah Pittman, Oklahoma punter Michael Turk, LSU quarterback Garrett Nussmeier, and Purdue wide receiver Tyrone Tracy Jr.
ABC will broadcast the 2024 Cheez-It Citrus Bowl live on January 1 at 1 PM ET.
