Razorbacks Get Sweeter
This year, Razorback fans will have a new party favor to celebrate Razorback football season. Kellogg Co. officials have released a new limited edition Pop-tart, suitably named “Razorback Red” to match its frosted strawberry flavor.
UA officials were first approached in January by the Collegiate Licensing Company about partnering with Kellogg, said Brian Pracht, the UA associate athletic director of Marketing and Licensing.
“This is an opportunity to partner with a respected, national company to promote the Razorback brand in a new and unique way.”
Razorback fans will not be the only ones to benefit from the new partnership with Kellogg.
“We expect to generate new royalties in a growing category” but that “the partnership extends beyond licensing royalties as Kellogg’s is also a sponsor through IMG College,” Pracht said.
UA senior Caroline Heintzman’s reaction to the news of the new Pop-tarts was favorable.
“I’m excited for the new Pop-tarts,” she said. “The only way they could be better is if they were bacon-flavored in honor of the Razorbacks.”
Other students seemed to share her enthusiasm.
Junion Hayley Mitcham, said she would “definitely be buying the new Razorback Pop-tarts for tailgating this Saturday.”
Darren Rovell, ESPN sports business analyst, was the first to break the news about the new Pop-tarts via Twitter. He said that Arkansas would be one of five major universities to get the collegiate Pop-tarts, along with the University of Georgia, the University of Florida, the University of North Carolina- Chapel Hill and the University of Michigan.
“It says a lot about the fan support we have, the success of our teams and the overall popularity of the Razorbacks,” Pracht said about the UA mascot being featured on the Pop-tart.
The Razorback Pop-tarts are officially available in stores, just in time for the first Razorback football game tomorrow.