BATTLE CREEK, MI and SCOTTSDALE, AZ – A new era of college football excitement begins today as Kellogg’s Cheez-It® brand is announced as the title sponsor of the newly-named Cheez-It® Bowl in a multi-year partnership. Formerly known as the Cactus Bowl, the postseason contest features a match-up between members of the Big 12 and Pac-12 conferences at Chase Field in downtown Phoenix. The agreement between the Fiesta Bowl organization and Cheez-It® was brokered by Denver-based Impression Sports & Entertainment.