Photos by Chris Green, Stadium Journey
Stadium Info FANFARE Score: 4.43
Camping World Stadium 1 Citrus Bowl Pl Orlando, FL 32805
Year Opened: 1936 Capacity: 65,000
A Master Class in Bowl Sponsorship Marketing
Previously known as the Camping World Bowl, the Pop-Tarts Bowl features matchups between teams from the ACC and Big 12 – this usually provides for some solid games between fan bases that are loyal and passionate. Add this to the weather in Florida in December, and you have a great recipe for a perfect evening watching college football.
While this would make a bowl game notable in its own right, the Pop-Tarts Bowl has taken things to another level; a masterful use of marketing genius, this bowl game has gone all-in with its Pop-Tarts sponsorship, ushering in a golden age of viral marketing that fans can experience in and around game day.
Food & Beverage 5
Finding food at Camping World Stadium is easy. For those in the suite levels, the food options are incredibly plentiful; the main suite on the recently renovated west side of the stadium features a full-service bar and buffet.
From the majority of food vendors a quality hot dog will cost you $7; nachos are $7.50, popcorn is $5.50, and fries are $7. The best food option remains anything from the 4 Rivers BBQ booths, a local barbecue chain that has gained popularity in recent years thanks to its quality meats and sauces. Offering both BBQ nachos and BBQ pulled pork sandwiches for $16 each, this is a can’t miss option.
Pizza from Little Caesar’s runs $12 for cheese or pepperoni, while for beverages, a domestic beer runs $11 and premium beer is $13. Bottled water runs $5.50, while a bottled soda will cost you $6.50. Premium seltzer runs $15, with cocktails ranging from $15 to $23. The Pop-Tarts Bowl even features two specialty cocktails, one for each team ($15 for a single, $23 for a double).
However, the big star here is without a doubt the Pop-Tarts and Cheez-It concessions that incorporate those items into various recipes – these unique creations are available during both the Pop-Tarts Bowl and the Cheez-It Citrus Bowl, thanks to the partnership between Levy Restaurants and Kellanova. Featured Pop-Tarts items include the Hot Fudge Pop-Tarts Waffle Bowl Sundae ($10), Boston Cream Pie Pop-Tarts Trifle ($10), Strawberry Pop-Tarts Trifle ($10), and even a PB&J Pop-Tarts Bavarian Pretzel. Cheez-It items include the Walking Cheez-It Nachos ($13), Mac and Cheez-It Nachos ($13), Loaded Chili Cheez-It Crunch Dog ($13), and the fan favorite Cheez-It Tender Dog. These items, along with several others, make up arguably one of the best and most unique concession menus in college sports.
Atmosphere 5
The game itself is almost assured to be a great matchup – pitting top-level teams from the ACC and Big 12, exciting matchups are part of the expectation at the Pop-Tarts Bowl. On top of that, the stadium itself is a great venue; the venue has seen continued improvements over the years, with the north end zone being filled in on the second level for stadium seating. While the beautiful view of the lake just beyond the stadium’s gates has now been blocked, the filled in bowl looks and feels more like a traditional stadium.
Football in Florida in December means stellar weather, and Florida’s perfect winter climate is on full display here, with temperatures rarely lower than the 50s. The pre-game pageantry of the band performances, the exciting game action, and the feel of a bowl-game matchup all make the Pop-Tarts Bowl an exciting game to be a part of. There is also plenty of beautiful scenery, with downtown Orlando just to the east and lakes to the north and south of the stadium.
The Pop-Tarts Bowl also features plenty of traditional college football experiences; the pre-game and halftime performances traditionally feature both of the schools’ bands, and there is also a pre-game fan fest that includes live music, photo opportunities with mascots, band performances, VIP tents, and interactive displays.
Camping World Stadium is excellently decorated too, with bowl-game logos and sponsorship activations all over the stadium. The Fan Fest also features photo ops with the previous year’s edible mascot in shrine form, as well as the game’s trophy. Pop-Tarts giveaways are plentiful, and merchandise is sold at numerous tents all over the stadium’s concourses.
Neighborhood 5
What can you say about downtown Orlando? With Camping World Stadium within walking distance of downtown, fans can park in any of the various lots and garages downtown, then walk to and from the stadium along Church Street, the hub of Orlando’s rebirth as a foodie and entertainment destination. The City of Orlando has become a sports-thirsty destination over the last few years – with the explosion in popularity of Orlando City and the Orlando Pride, and a renewed interest in the Orlando Magic, the City Beautiful loves sports.
There are suburbs to the west of Camping World Stadium, with the downtown city center to the east. There are also tons of hotels nearby, and since the venue sits next to I-4, getting to other resorts and hotels in the greater Orlando area is not hard to do either.
If you want to stay somewhere nearby, Aloft Downtown Orlando and the Grand Bohemian Hotel Orlando are right in the middle of downtown. For food, the Orlando sports faithful flock to the numerous bars and eateries on South Street and Church Street in downtown. For attractions, Walt Disney World and Universal Studios Orlando are both mere minutes south of the downtown area.
Fans 4
The fans at the Pop-Tarts Bowl are loyal and usually travel well. The lower bowl usually fills up for this game, meaning the sound level will get pretty high when the crowd gets into the game. For bigger matchups, upper level seating has also been opened up to accommodate fans. That said, while 2022’s FSU vs. Oklahoma matchup saw 61,000 fans pack into all levels of the stadium, the last two editions of the game only saw the lower two levels opened, with the entire upper deck empty.
Access 5
Camping World Stadium sits just a stone’s throw from I-4, literally just off the 408 highway. Getting there is not difficult from the local roads either, as most are multi-lane, and signage is well placed for the parking areas.
Parking on site is plentiful and easy to find. For those without a parking pass, you can find parking in various nearby parking lots and from those selling parking in their front yards. Public transport is also available in the area, making getting to Camping World Stadium an easy process.
Return on Investment 4
Tickets to the Pop-Tarts Bowl start at just $38 for middle-deck end zone seating, going all the way up to $48 for lower level end zone, $72 for corner seating, $109 for sideline seats, and $175 to $217 for club level seats. Parking is plentiful in numerous lots, both at the stadium and in private lots nearby. The thing that sets this game apart from the rest is the incredible marketing and sponsorship activations.
Extras 3
Fans can take photos next to numerous bronze statues around the property, which were donated by artists of note. Fans can also pick up numerous giveaways at the pre-game Fan Fest next to Camping World Stadium.
During the game, Pop-Tarts merchandise and logos is visible all over the stadium, from the unique concessions to the branded on-field performances.
Final Thoughts
This game is without a doubt one of the best examples of incorporating a sponsor into the bowl game’s identity. After years of rotating sponsors, the Pop-Tarts Bowl seems to have found a fantastic partner that has created a cult following around the game. From a trophy that features a working toaster to an edible mascot, it is hard to argue with the marketing genius of the Pop-Tarts Bowl. And if fan response is any indication, it is going to be hard to top it anywhere else.
Comments