SBD/March 8, 2011/Marketing and Sponsorship

Loving Cup: Reese's Signs As Big East's Official Candy Sponsor

Reese's will receive prominent
exposure at Big East tourneys
The Big East Conference has renewed its agreement with The Hershey Co. to make Reese’s Peanut Butter Cups the conference’s official candy. The deal also gives Reese’s status as a premier partner for the men’s and women’s Big East Conference basketball tournaments. Reese’s will receive prominent exposure inside and outside of MSG for the men’s event and XL Center in Hartford for the women’s championship. This includes an on-court logo at MSG, a logo on the underbelly of the hanging scoreboard and rotational signage courtside. Reese’s also will serve as a sponsor on the Big East’s radio broadcasts and website. The deal was struck and will be managed by IMG College, the rights holder for the conference (Michael Smith, SportsBusiness Journal).

TIME FOR A PARADE: SPORTSBUSINESS JOURNAL’s Fred Dreier reports Macy’s has signed a three-year deal “to become the official department store” of the SEC and the conference’s championship events. SEC Dir of Marketing & Licensing Charlie Hussey said that the deal “represents an extension into college sports for Macy’s, which already purchases airtime” during the NCAA men’s basketball tournament. Hussey added Macy’s “already has a good presence with our TV partner, so this makes it the full package for them.” Dreier notes the deal runs through December ’13. SEC officials did not discuss the value of the deal (SPORTSBUSINESS JOURNAL, 3/7 issue).
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