Americans love sports, but not all sports get the love and attention they deserve. USA Curling, for instance, does not get the attention it needs to thrive on the big stage.
Now, with a push from Cheetos, curling has a chance to capture imaginations and become part of the conversation in living rooms from coast to coast.
Cheetos and The Marketing Arm tapped musical sensation Todrick Hall and pro football friends Vernon Davis and LaDainian Tomlinson to create a new dance move, “The Curl.” The dance is designed to win support for the unsung heroes of the sheet (that’s the ice for curling newbies) leading up to USA Curling’s big competition this February.
The Cheetos brand will debut the new, dangerously cheesy Cheetos Winter White Cheddar Curls, available for a limited time beginning February 12, so fans can enjoy a snack while supporting USACurling.
“The Cheetos brand prides itself on adding a little mischievous flare to whatever we do, whether it’s supporting a sports organization or opening a new restaurant. We hope our fans join us this winter by getting behind ‘The Curl,’ and supporting USA Curling,” says Ryan Matiyow, senior director of marketing, Frito-Lay.