Hershey lands USA Gymnastics partnership

Confectionery group Hershey has entered into a partnership with the USA Gymnastics national governing body.

Under the two-year deal, the group’s flagship Hershey’s brand will serve as an official sponsor of the body. The agreement is effective immediately and will run until the end of 2017.

As part of the deal, Hershey’s has been named the presenting sponsor of the 2016 Pacific Rim Gymnastics Championships, which will be staged in Everett, Washington from April 8-10.

The brand will also serve as a key sponsor of the Tour of Gymnastics Champions, which will take place after this summer’s Olympic Games in Rio de Janeiro, Brazil. In addition, former US gymnast and two-time Olympic champion Shannon Miller will act as a brand ambassador for the company during the Games.

The brand’s ‘Hello Happy. Hello Hershey’s’ campaign will also be promoted by USA Gymnastics through a range of events and activities.

In October, Hershey agreed a five-year partnership with the United States Olympic Committee. Hershey is an official sponsor of the committee and currently serves as Team USA’s confectionery partner.