Unrivaled Announces Multiyear Partnership with Cheez-It

Cheez-It named official salty snack partner of Unrivaled ahead of second season

MIAMI (December 22, 2025) – Unrivaled presented by Samsung Galaxy today announced Cheez-It as the league’s first-ever Official Salty Snack Partner, marking the latest multiyear partnership for the league and their first in the snack category. Built on celebrating player personas and unparalleled talent, the collaboration will showcase the Cheez-It brand throughout the season via prominent in-arena branding and exclusive content.

Cheez-It will debut and serve as presenting partner of a new content series that will highlight players’ distinct basketball journeys and the uniqueness they bring to the game. Cheez-It will also appear via a sideline logo near the team bench where players and clubs keep it real.

“We’re thrilled to partner with a brand like Cheez-It that always keeps it real and is eager to amplify the unique culture that defines Unrivaled basketball,” said Unrivaled President Alex Bazzell. “From the sidelines to the stories of our athletes, this partnership will celebrate the distinctiveness that ties together the identities of Unrivaled and Cheez-It.”

In addition to in-arena visibility, fans can expect interactive game-day features and social content giving fans the behind-the-scenes content from players they crave. The collaboration with Cheez-It will lean into the brand’s 100% real individuality, rooted in 100% real cheese, bringing fans closer to the league’s most notable pairings and personalities.

“Cheez-It is excited to expand our presence in basketball as the Official Salty Snack of Unrivaled Basketball; the league celebrates player individuality and brings an incredibly exciting take on basketball for both fans in the stadium and snacking at home. We hope to match fans’ basketball passion with our 100% real cheese energy on and off the court,” said Diane Sayler, Senior Director, Full Funnel Marketing for Cheez-It.

The partnership will debut ahead of Unrivaled Season 2 in Miami at Sephora Arena, which tips off on January 5, 2026, on TNT, truTV and HBO Max. For more information and to stay up to date with league news, visit unrivaled.basketball and follow @UnrivaledBasketball.

Horizon Sports and Experiences, alongside Publicis Sports helped negotiate and facilitate the partnership.