The Reese’s brand of North American chocolate manufacturer the Hershey Company is to become a sponsor of the new College Football Playoff (CFP) collegiate American football system.
Although terms of the deal were not disclosed, it was confirmed that the multi-year deal will commence with the inaugural CFP in 2015.
The CFP is a new system in college American football that determines the national champion of the National Collegiate Athletic Association Division 1 Football Bowl Subdivision.
Under the agreement, Reese’s will become an official sponsor of the CFP and will acquire promotional rights to CFP trademarks. Reese’s will also sponsor US pay-television broadcaster ESPN’s coverage of the competition.
Reese’s will also serve as title sponsor of the Reese’s Senior Bowl, an annual showcase event that features the top senior collegiate football players and top draft prospects.
Reese’s will also undertake on-site activation at the inaugural CFP National Championship in Arlington, Texas on January 12.
In addition, from the 2015-16 College Football season, Reese’s will link up with US pay-television broadcaster ESPN to create custom-branded content features during ESPN College GameDay programmes.