“We are thrilled to kick off this massive collegiate campaign by partnering with these powerhouse programs,” said Nick Rogers, director of portfolio marketing and sponsorships at Mondelez International. “Mondelez products have been at the heart of gameday traditions for decades. By bringing our broader portfolio and bringing back RITZ football-shaped crackers to premier athletic programs, we cement Mondelez as the ultimate snack roster for college sports fans nationwide.”

The baking company’s partnership announcement follows its recent designation as the “Official Snacking Sponsor” of the Kansas City Chiefs. Mondelez has a long history of supporting professional and collegiate sporting events, including the Big Game, Inter Miami CF, and March Madness initiatives.

The brand is placing its snacks front and center for tailgates, watch days and catch-up games to connect with consumers at multiple points of activation.

“The best college athletics partnerships fit naturally into how fans already experience game day,” said Shawn Hegan, EVP of global partnerships at Learfield, the college sports marketing company that facilitated the agreement. “Bringing together world-class global brands like Mondelez International’s snacks with schools and student-athletes creates opportunities that make sense for everyone involved and gives fans another way to connect with the teams they support.”

Mondelez is also launching game-day displays to key regional retailers, including H-E-B, Publix, Walmart, Meijer, Hy-Vee and Albertsons.