Last week, it was Guinness; this week, the latest new partner of the Aer Lingus College Football Classic has been unveiled, with a quirkier feel.
Pop-Tarts, the iconic American snack brand, has been announced as an official partner of the 2025 season-opening clash between Kansas State and Iowa State, set to take place on Saturday, August 23rd, at Aviva Stadium in Dublin.
In a creative activation unlike many we have seen in Ireland, Pop-Tarts is sending its two surviving Edible Mascots across the Atlantic to take part in the festivities.
These full-sized mascots — Frosted Wild Berry and Frosted Hot Fudge Sundae — represent Kansas State and Iowa State, respectively.
True to form, the winning team will get to “consume the competition,” with the edible mascot ceremonially eaten after the final whistle — a tradition that began at the Pop-Tarts Bowl, where both schools previously emerged victorious.
“We’re thrilled to welcome Pop-Tarts as partners for the 2025 Aer Lingus College Football Classic,” said Brendan Meehan, Commercial Director of the event.
“With both competing teams having previously won the Pop-Tarts Bowl, there’s a natural synergy that adds a fun twist to this year’s showdown. The Classic is all about creating unforgettable experiences for teams and fans alike, and we can’t wait to see K-State, Iowa State, and the Pop-Tarts mascots bring their energy and spirit to Dublin as we kick off the college football season in unforgettable style.”
He’s right. There is a degree of madness about much of the hoopla surrounding a big college football game, and that’s what makes it one of the biggest sports in its own right, in the world.
Leslie Serro, Vice President of Marketing for Sweet Snacking at Kellanova, the parent company behind Pop-Tarts, leaned into the brand’s quirky personality.
“The Pop-Tarts Edible Mascots work tirelessly to fulfil their dreams of being eaten, so we agreed they deserved a vacation to watch the previous Pop-Tarts Bowl winners play in Ireland,” she said.
“Fans in Dublin can expect the mascots to show up around town and bring Crazy Good shenanigans to the game itself. We know Frosted Cinnamon Roll and Frosted Strawberry — our two previously sacrificed mascots — would be proud.”
This year’s fixture — a Big 12 Conference showdown — will mark the tenth anniversary of the Aer Lingus College Football Series.
22,000 visitors are booked to travel from the US. With a limited number of tickets remaining for domestic fans, interest is building around what promises to be a week-long celebration of American sports, culture, and entertainment.
From pep rallies and tailgates to high-energy marching bands, cheer squads, and now a pair of giant edible mascots, the 2025 College Football Classic is shaping up to be one of the most colourful events of the sporting calendar.
Crazy good shenanigans indeed.
Tickets are available via ticketmaster.ie/collegefootball.
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