The Hershey Company, a confectionery producer, has penned an extension to its partnership with the National Collegiate Athletic Association.
The five-year deal, with a specific focus on the NCAA’s basketball properties and especially its March Madness tournament, will run from 2017 to 2021.
Hershey’s will retain its role as the ‘official confectionery partner’ of the NCAA under the deal, which was approved by the NCAA’s media partners, CBS Sports and Turner Sports.
One of the company’s brands, Reese’s, will also continue to support NCAA basketball events by serving as the title sponsor of the College All-Star Game and by hosting ‘Reese’s Final Four Friday’ prior to the Final Four end-of-season weekend.
In addition, Hershey’s will work with the NCAA on creative advertising, social and digital-media initiatives, in-store promotions and on-site activations.