May 27, 2021

Wheel Live Fans Named Finalist for SPORTYS Sponsorship Activation of the Year

ORLANDO, Fla. — Kellogg’s Cheez-It® brand and Florida Citrus Sports are one of four finalists in the Sponsorship Activation of the Year category at the 2021 SPORTYS.

The annual awards show, organized by the Greater Orlando Sports Commission, recognizes sports business professionals and organizations in the Central Florida community area whose contributions and impact are vital in making Greater Orlando one of the country’s premier sports destinations.

Cheez-It moved east to become the title sponsor of the ACC-Big 12 matchup in 2020 and wasted no time bringing their trademark creativity and innovation to the gridiron in Orlando. With attendance limited due to health and safety guidelines during the COVID-19 pandemic, Cheez-It and Florida Citrus Sports looked for ways to utilize some of the available real estate at Camping World Stadium to provide additional excitement, entertainment and engagement before, during and after the game.

In the weeks leading up to the Cheez-It Bowl, Cheez-It and FCS encouraged fans to visit the Cheez-It website, where they could customize a digital cheese wheel avatar with a wide variety of accoutrements, including facial features, hairstyles, clothing, accessories and more. Select digital creations were then sent into production and shipped to Orlando for the game, where the cheesy doppelgängers turned up in the stands for a showdown between Miami and Oklahoma State on Dec. 29.

During Oklahoma State’s 37-34 win, dozens of animatronic Wheel Live Fans packed the end zones at Camping World Stadium. Fans at the game and watching at home also had a chance to join the fun on Twitter, where an elaborate hydraulic system controlled the Wheel Live Fans’ movements and celebrations in response to fan suggestions using dedicated team hashtags.

The 2021 SPORTYS: Greater Orlando’s Night of Champions will air on WKMG-TV News 6 on Saturday, June 19 at 7 p.m. ET.

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