Tennessee, Iowa Players Sign Cheez-It NIL Deal

Volunteer, Hawkeye duos partner with cracker brand ahead of Citrus Bowl matchup

Michael Ehrlich | Dec 27, 2023

Tennessee, Iowa Players Sign Cheez-It NIL Deal /

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When the Tennessee Volunteers and Iowa Hawkeyes face off on New Year's Day in the Cheez-It Citrus Bowl, duos on each side will be supported by a NIL deal with the game's presenting sponsor.

The cheese cracker brand announced partnerships with Vols wide receiver Ramel Keyton and running back Dylan Sampson along with Hawkeyes linebacker Jay Higgins and defensive back Sebastian Castro to take part in an extension of the Cheez-It Flexin’ Section, an on-field barbershop and spa-inspired experience.

The athletes will have exclusive access to a players-only section featuring their own barbershop staffed by celebrity barber Kenny Duncan, hot tub and an unlimited supply of Cheez-It.

"After last year's excitement around our 'Feelin' the Cheeziest' Hotel Rooms, we knew we had to take the fan and player experience to the next level," said Cara Tragselier, Senior Brand Director for Cheez-It. "Cheez-It is all about elevating game day excitement and celebrating the absurdly-obsessed fans of all things football, from the game to the food. We cannot wait to unveil the Cheez-It Flexin' Section to give fans the most epic game viewing experience and all the tools to show their pride for their favorite team and their favorite snack."

Keyton started all 12 games for the Vols this season setting career highs in receptions (32), receiving yards (591) and touchdowns catches (six). Sampson led the team with seven rushing touchdowns and finished his sophomore season with 471 rushing yards.

Higgins earned first-team All-America honors from FWAA, Phil Steele and Sports Illustrated while setting an Iowa record for most assisted tackles in a season (90). Castro was named Pro Football Focus first-team All-America while leading the Hawkeyes with eight pass break-ups and three interceptions.

Fans at the Citrus Bowl can gain access to the on-field by visiting the pre-game FanFest outside of Camping World Stadium to get a free haircut from the brand, with the most absurd styling earning Cheez-It Flexin' Section experience.

A year ago, Cheez-It partnered with Florida State wide receiver Mycah Pittman, Oklahoma punter Michael Turk, LSU quarterback Garrett Nussmeier and Purdue wide receiver Tyrone Tracy Jr. to stay in brand-themed hotel rooms before their bowl games.

The 2024 Cheez-It Citrus Bowl kicks off on January 1 at 1PM ET on ABC.

Published Dec 27, 2023

MICHAEL EHRLICH

Michael Ehrlich is a seasoned sports marketing executive with experience across the global sports brand, athlete representation, media and education sides of the business. The Founder and CEO of Playbook Marketing, Ehrlich consults with brands on all things NIL and athlete partnerships, advises student-athletes on their personal brand building endeavors and is an adjunct professor at his alma mater, the University of Southern California where he teaches a course on athlete communications and marketing. As a writer, his previous bylines include Boardroom, Business of College Sports, DIME Magazine and UPROXX, among others. You can follow him across social media at @MichaelEhrlich and reach out via michael@playbook-marketing.com