An official partner of the NCAA since 2009, The Hershey Company will continue to leverage the relationship with advertising, including social and digital media, in-store promotions and on-site activations in Final Four markets. As part of the 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. CBS Sports and WBD Sports jointly manage and collaborate on the NCAA's Corporate Champions and Partners program.
"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."
Dan Gavitt, NCAA Senior Vice President of Basketball, said: "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.
"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 Programme for many years to come."