Big 12 News

‘Pop-Tarts Bowl’ to Feature Big 12 vs. ACC Starting in 2023

On Wednesday, the Big 12 announced its television designations for the early portion of the 2023 football season, but also got news concerning the end of the season as well.

Since 2020, the Cheez-It Bowl has been the Orlando-based bowl game that pits the Big 12 against a foe from the ACC. However, Cheez-It has lost the naming rights to the bowl in lieu of another popular snack.

Starting in 2023, the newly christened “Pop-Tarts Bowl” will feature a matchup between the Big 12 and the ACC.


“Since turning toast and jam into an ingenious toaster pastry almost 60 years ago, Pop-Tarts has always been about making the world more fun, more unexpected and more delicious for fans of all kinds,” said Heidi Ray, Senior Director of Marketing, Pop-Tarts. “We’re ecstatic to be the new title sponsor of the Pop-Tarts Bowl with our partners at Florida Citrus Sports and cannot wait to host Crazy Good experiences for fans and players alike in Orlando, and for those joining us from home.”

According to a press release, The Pop-Tarts Bowl will take place on Thursday, December 28 at 5:45 p.m. ET, and will be broadcast live on ESPN. This year’s Pop-Tarts Bowl will be the 34th edition of the game but the first time Pop-Tarts has sponsored an NCAA college football bowl game. The game is organized by Florida Citrus Sports.


“We’re excited to partner with Pop-Tarts and look forward to welcoming another one of America’s most beloved brands to Orlando,” Florida Citrus Sports CEO Steve Hogan said. “The best bowl trip in college football only gets better with the Most Valuable Pastry on your team, so get ready for unforgettable experiences at the Pop-Tarts Bowl debut this December.”

In last year’s matchup, Florida State outlasted Oklahoma for a 35-32 victory in front of a crowd of 61,520 and total live viewership of 5.4 million, making it the second-most-watched bowl game outside of the New Year’s Six.

Cheez-It will remain the cheeziest sponsor of college football’s postseason at the Cheez-It® Citrus Bowl, also organized by Florida Citrus Sports and held at Camping World Stadium. The 78th Cheez-It Citrus Bowl will kick off at 1 p.m. on New Year’s Day and airs on ABC.

To Top