The Hershey Company has renewed its partnership with the National College Athletics Association (NCAA), remaining as the official confectionery partner of college basketball in the US for the next five years.
Reese's, one of Hershey's flagship brands, will return as the title sponsor Reese’s College All-Star Game and will continue to host the lead-off fixture of the NCAA's Final Four weekend with Reese’s Final Four Friday.
The chocolate company first teamed up with college basketball in 2009, meaning the extension will take the collaboration into a 14th year when it concludes in 2022.
“The NCAA is thrilled that The Hershey Company has decided to renew its partnership and that it will continue supporting our student-athletes at championships as an NCAA corporate partner,” said Dan Gavitt, NCAA senior vice president for basketball. “Our fans really enjoy the creative marketing projects and campaigns that Reese’s brand puts together, and we look forward to working with the strong Reese’s brand for many years to come.”
This year's Final Four will take place at the University of Phoenix Stadium in Phoenix, Arizona on 31st March.