(WBBM NEWSRADIO) -- A breakfast staple is now the centerpiece of a college bowl game that will end in a bizarre fashion.
The Pop-Tarts Bowl will be played in Orlando on Dec. 28. During the game's 33-year history, it has been sponsored by Blockbuster Video, Carquest and Camping World.
Kellogg's took over sponsorship of the game in 2020, and for the last two years it has been known as the Cheez-It Bowl.
Now, Kellogg’s is changing the name to the Pop-Tarts Bowl, and the game will end with the winning team devouring a life-sized toaster pastry mascot.
“Is it going to be frosted? What’s the filling? And boy, do I want to see which player’s going to take the first bite out of the Pop Tart,” says Izzy Kharasch, president of Hospitality Works in Chicago.
He tells the Noon Business Hour that the setup is unorthodox but will get people to talk about Pop Tarts.
Kharasch said fans will be compelled to watch the game until the very end, “just to see how this comes out and how they’re going to do the whole thing.”
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