Unrivaled Gets Cheesy: League Names Cheez-It "Official Snack"
Professional sports sponsorships have officially peaked. We have official beers, official cars, and official crypto exchanges that may or may not exist in six months. But today, the Unrivaled basketball league secured the most important title of them all: The Official Salty Snack Partner.
That’s right. Cheez-It—the cracker that has stained 90% of America's couches orange—has inked a multiyear deal with the 3-on-3 women’s basketball league ahead of Season 2.
Here is the lowdown on the cheesiest collaboration in sports.
Keeping It Real (and Salty)
The press release claims this partnership is built on "celebrating player personas" and "100% real individuality," which aligns with Cheez-It’s "100% real cheese" motto. It is a marketing match made in heaven.
Unrivaled President Alex Bazzell said they are thrilled to partner with a brand that "always keeps it real." Translation: If you see a player eating a snack on the bench in Miami, it better be a square cracker, or there will be fines.
What This Means for Fans
Aside from a sudden craving for toasted crackers, fans can expect:
A New Content Series: Highlighting players’ "distinct basketball journeys." (Ideally, this involves players debating Extra Toasty vs. Original).
Sideline Branding: A Cheez-It logo will appear near the team bench. We can only hope this doesn't lead to players getting crumbs in their jerseys, because that is a tactical disadvantage.
Behind-the-Scenes Access: Social content giving fans a look at the personalities of the league.
The Details
This deal was negotiated by Horizon Sports and Experiences and Publicis Sports, who presumably celebrated by eating a box of White Cheddar grooves.
The partnership debuts just in time for Unrivaled Season 2, which tips off January 5, 2026, at the Sephora Arena in Miami. You can watch it on TNT, truTV, and HBO Max.
So, get your snacks ready. The hoops are going to be elite, and the branding is going to be incredibly orange.
