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Cheez-It recruited former pro-football player Pat McAfee to become the Cheez-It Bowl’s newly minted Master of Cheez for the first cheese-infused bowl game in history. Pat rallied college football fans leading up to and during the game with a series of outrageous Cheez-infused moments that were only made possible thanks to the Cheez-It Bowl and Cheez-It crackers, the official snack of bowl season.
During the first half of the game, Pat came out of his punter retirement by kicking an Extra Cheddar Kick benefiting veterans. Fans also got the chance to attend the Cheez-It Bowl with the Master of Cheez. Winners joined Pat in a two-story Cheez-It “box” for a fun-filled game experience.