Hershey, Pa.-based The Hershey Company announced Thursday a six-year extension of its partnerships with the NCAA, CBS Sports, and Warner Bros. Discovery Sports as their “Official Confectionary Partner.”
As part of the deal, Dot’s Homestyle Pretzels and SkinnyPop Popcorn would take their places as the “Official Pretzel and Popcorn Partner” of the NCAA, joining Reese’s as the official candy of the Final Four.
“NCAA March Madness is bursting with excitement, fun, and arguably the most passionate sports fans, and we’re thrilled that Hershey snacks will be part of the action for years to come,” said Marlene Creighton, Chief Sales Officer, The Hershey Company. “Reese’s will bring its iconic pairing of chocolate and peanut butter to the Final Four, and we’re excited to pair salty snacks like SkinnyPop Popcorn and Dot’s Homestyle Pretzels with future NCAA game day moments too.”
Hershey has been an official partner of the NCAA since 2009 and will continue to leverage its relationship via advertising, social and digital media, in-store promotions, and on-site activations in Final Four markets. As part of the partnership extension, Reese’s will continue to be the title sponsor of the NABC Reese’s College All-Star Game, as well as Reese’s Final Four Friday, jointly managed by CBS Sports and WBD Sports.
“We are extremely pleased that Hershey’s– and its brand Reese’s—has renewed its NCAA corporate partnership and will continue to support student-athletes, our championships, and our fan events,” said Dan Gavitt, NCAA Senior Vice President of Basketball. “Hershey’s has one of the most well-known, respected, and recognized brands in Corporate America and worldwide. As one of our longtime partners, we thank Hershey’s and look forward to working with them in the NCAA Corporate Partner Program for many years to come.”