After a three-year hiatus, Cheez-It has officially brought its mascot Prince Cheddward out of retirement in time for this year’s Citrus Bowl. As sports marketing gets more crowded, Cheez-It hopes its revived brand mascot will drum up enough fan nostalgia to drive more sales.
“He’s a fan-favorite asset who helps us stand out without needing to ‘out-spend’ or ‘out-shout’ anyone,” said Cara Tragseiler, senior brand director for Cheez-It.
It’s increasingly necessary for brands to find new ways to break through the noise. This year, the WNBA set a league record with 46 official sponsors, including newcomers like Coach, Booking.com and Ally banking, according to Sports Business Journal. Even last year, 39% of marketers planned to increase their investment in large-scale sports sponsorships going into 2025, according to Forrester’s Q4 2024 B2C Marketing CMO Pulse survey.
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