# How the Pop-Tarts Bowl Became the Biggest Name in CFB

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**Date:** March 16, 2026 · 10:30 PM  
**Location:** Austin Marriott Downtown / Waller Ballroom D  
**Format:** Panel  
**Track:** Sports & Gaming  
**Reviews:** 0

## Speakers

- **Matt Repchak** — Chief Marketing Officer
- **Jeffrey Immel** — Chief Creative Officer
- **Mike Golic Jr.** — Sports Broadcaster
- **Leslie Serro** — VP Marketing, Sweet Snacking

In the highly competitive and tradition-rich landscape of college athletics, few brand partnerships have achieved the level of cultural impact and consumer engagement as the Pop-Tarts Bowl. What began as a straightforward sponsorship evolved into a standout case study in modern sports marketing, illustrating how creativity, cultural relevance, and bold brand identity can redefine the value of a naming rights agreement.

## Transcript

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