SBD/May 21, 2014/Marketing and Sponsorship

Mars Adds Skittles To Existing NFL Deal, Plans To Add Individual Teams

Skittles plans to become an integrated part of the NFL gameday experience
Candy brand Skittles, which recently signed Seahawks RB Marshawn Lynch to an endorsement deal, is "now getting more involved with the NFL," according to Darren Rovell of Skittles, which is owned by Mars Inc., yesterday announced that it "now has an official NFL sponsorship." The deal is "an add-on for Mars, which already has a sponsorship through the league with its Snickers partnership." Mars subsidiary Wrigley Senior Dir of Seasonal, Media/Digital, Promotions & Shopper Marketing Matt Montei said the plan is for Skittles to become an "integrated part of the game day experience, both through retail and in-stadium activations." Montei added that the brand also is "working on team sponsorship deals so that Skittles can activate in local areas" (, 5/20).
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