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Terry Lefton

Staff writer Terry Lefton covers marketing, including sponsorships, licensing and merchandising.

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Candy Everybody Wants: Sports Sponsorships A Powerful Differentiator For Reese's

Published in SportsBusiness Daily on 05 / 28 / 15

In candy, the most impulse-driven consumer-products category, sports has been a powerful differentiator for Reese's. Beginning in '08, The Hershey Co. began with an NCAA rights deal. It has since multiplied that investment by adding sponsorships, including ESPN's "College GameDay" and the CFP. ...

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Tags: Brand Engagement Summit

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