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The Hershey Co. Extends NCAA Promotional Partnership

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Pennsylvania-based The Hershey Co. has announced a six-year extension with CBS Sports, Warner Bros. Discovery Sports and the NCAA as its “Official Confectionary Partner.”

The renewed deal will include Hershey’s growing salty snack brands, Dot’s Homestyle Pretzels and SkinnyPop Popcorn, as the “Official Pretzel and Popcorn Partner” of the NCAA.

“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 Co.

“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.”

An official partner of the NCAA since 2009, The Hershey Company will continue to use 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 manage and collaborate on the NCAA’s corporate champions and partners program. 

“The Hershey Company has been a trusted and valued NCAA Corporate Partner for more than a decade and we are thrilled to extend and expand this longstanding relationship,” said Devron Edwards, VP of NCAA partnerships, CBS Sports.

“We are excited that the Reese’s brand will continue to play a key role in supporting student-athletes across all NCAA championships, including continued support of the Reese’s College All-Star game on CBS Sports Network and we look forward to Hershey’s salty snack brands joining this incredible partnership.”

Jon Diament, EVP, ad sales, Warner Bros. Discovery, said, “We are excited to extend our long-term relationship with The Hershey Company, adding more of its beloved brands to the mix, as we build upon our existing partnership with more collaborative and innovative opportunities to engage NCAA fans. Our Corporate Partners help us leverage the cultural moment of March Madness with captivating programs that mirror the excitement of the tournament, and we are thrilled to continue this initiative together.”

For more information, visit thehersheycompany.com.

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