The expansion covers the University of Florida, the University of Michigan, the University of Southern California, the University of Arkansas, and the University of Texas at Austin. Facilitated by media firm Learfield, these partnerships span various sports, including football, basketball, and baseball. Beyond stadium branding, the company plans to deploy high-impact retail displays at major chains like H-E-B, Publix, and Walmart, featuring football-shaped RITZ crackers and other core brands.

To drive engagement, the campaign highlights marquee student-athletes such as USC basketball star JuJu Watkins, Texas basketball player Madison Booker, and Michigan athletes Trey McKenney and Olivia Olson. Nick Rogers, Director of Portfolio Marketing & Sponsorships, noted that the initiative builds on the company's recent sports strategy, which includes an official sponsorship of the Kansas City Chiefs and previous collaborations with Inter Miami CF. The agreements are designed to embed the snack brand into the existing rituals of the collegiate sports season.