With Final Four Upon Us, Reese’s Does College Basketball Right
As the Official Candy Partner of the NCAA, Reese’s has a big weekend coming up, including Reese’s Final Four Friday and its keystone Reese’s NABC College All-Star Game. It’ll be a robust activation of a major sports sponsorship, including a highly-visible stadium presence, on- and off-court engagements, branded content, hospitality, a digital promotion, and a special ceremony honoring Service Learning Adventures in North Texas (SLANT).
Sponsorship Growth + Evolution
The weekend marks Hershey’s sixth year of Final Four presence—all six focusing on the Reese’s brand—and as with all healthy sponsorships, the silhouette evolves each year.
Last year, fans were treated to a free concert by Gym Class Heroes as part of the Reese’s NABC College All-Star Game—a perfect example of the growing crossover between entertainment marketing and sports marketing.
The brand also introduced an online content hub dedicated to the excitement of college sports, which zeroed in on the sweet spot between fan passion and brand relevance, artfully staying true to both with a blog and video series capturing the excitement of college sports.
This year, Reese’s celebration of SLANT shines a light on community service. Reese’s and Walmart are partnering to recognize SLANT’s 9,000 youth volunteers and provide the organization with a $10,000 grant to further their work in the region.
Another highlight this year is the Go Reese’s promotion, a March Madness-based sweepstakes offering a variety of prizes to fans across the country, including a trip to the 2015 NCAA Men’s Final Four.
Reese’s NABC College All-Star Game
Central to all of this activity is the Reese’s NABC College All-Star Game itself. The game kicks off championship weekend by putting America’s top college seniors head-to-head. It’s free to in-person attendees (Friday April 4th, 4:30 p.m. CDT at AT&T Stadium) and will be broadcast on CBS at 11 a.m. CDT on Saturday, April 5th.
Reese’s Final Four presence covers all the bases, reaching fans who watch from home as well as those there for the action in North Texas. As how we consume sports content continues to evolve, this type of diverse, well-balanced approach to activating their sports and entertainment sponsorships will become increasingly valuable.
GMR has proudly supported Reese’s Final Four presence for the past six years, particularly through on-site sponsorship activation and hospitality services.
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