Monumental Sports & Entertainment (MSE), the company which owns the National Hockey League’s (NHL) Washington Capitals, has announced a new multi-year partnership with Mars Wrigley Confectionery.
The company’s M&M’s brand will become the official chocolate of the US capital city’s ice hockey franchise in a deal which will see the candy’s logo advertised on centre ice during every game at the club’s Capital One Arena. The sponsorship package will also allow Mars to advertise via home penalty box signage and digital signage inside and outside of the arena bowl.
Additionally, Mars products will be sold on the concourse at all games, while the two parties will collaborate on a number of fan-focused activations. The financial details were not disclosed.
“We are thrilled to partner with Mars Wrigley Confectionery to offer our fans delicious options when they come to a Capitals game,” said Jim Van Stone, president of business operations for MSE. “We are committed to ensuring that every aspect of our fans' experience at Capital One Arena is exceptional, and we're especially proud to partner with parent company Mars, Incorporated that also calls DC home.”
“We are incredibly excited to partner with the Washington Capitals,” added William Clements, vice president of sponsorships for Mars Wrigley Confectionery. “This partnership is an authentic continuation of sports marketing for many years, and our longstanding commitment and support of Washington DC. Mars Wrigley Confectionery is committed to the communities in which we work and call home, which makes this partnership a win-win for us.”
The Capitals finished top of the NHL standings for the second consecutive year in 2016/17 to qualify for the season-ending Stanley Cup play-offs, in which they were eliminated in the second round by eventual champions the Pittsburgh Penguins. They play their first game of the new season away to the Ottawa Senators on 5th October.