As a college football bowl executive, losing your title sponsor is never a good thing.
Losing your title sponsor during a pandemic is a worse thing.
“That was tough,” says Mike Nealy, Fiesta Bowl organization executive director.
When Cheez-It in March dropped its sponsorship of the Cactus Bowl, which the Fiesta Bowl also operates, Nealy began a search for a replacement during the worst pandemic in 100 years, a time when businesses were reducing costs, not shelling out millions for postseason football games.
Thankfully for him, he found one that’s actually growing despite the COVID-19 situation.