Hershey's Becomes NCAA Corporate Partner Beginning In '09
The NCAA and CBS Sports yesterday announced Hershey's has become an official NCAA corporate partner. The partnership provides Hershey's with category exclusive marketing and promotional rights to all 88 NCAA Championship events across 23 different sports, including the NCAA Division I Men's Basketball and Football Championship Series (Division I-AA) Championships. Hershey's will support the partnership with integrated marketing programs, promotional campaigns, and advertising across a variety of mediums. The partnership will begin with the '09 NCAA men's basketball tournament (NCAA). Terms of the deal were not disclosed, but SPORTSBUSINESS JOURNAL's Michael Smith notes NCAA corporate partnerships "typically run three to five years, with options built in, and go for about $10[M] annually." Hershey's will have "exclusivity in the confection space, but not across all snack foods." Reese's "will likely be the brand out front, although others will be integrated as the program evolves." The deal, which "had been in the works since late 2007 and was a joint effort by CBS Sports and its partner on the NCAA rights, IMG College," brings the NCAA's corporate partnership program to 10 (SPORTSBUSINESS JOURNAL, 7/21 issue).
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