HERSHEY, Pa. -- The Hershey Co. has extended its sponsorship agreement with CBS Sports, Turner Sports and the NCAA to continue its role as the official confectionery partner of the NCAA basketball tournament. The five-year extension places Hershey's Reese's brand as title sponsor of the Reese's College All-Star Game and host of the launch of Final Four weekend with Reese's Final Four Friday.
"Reese's brand is all about fun and NCAA March Madness is arguably the most fun, exciting and highly anticipated event in college sports," said Kristen Riggs, senior marketing director for the Reese's brand. "We want to inspire fans and consumers to go for it and get into the game-day spirit even more passionately than before. ... We couldn't be more thrilled to continue our partnership with the NCAA."
An official partner of the NCAA since 2009, The Hershey Co. and the Reese's brand have heavily marketed the relationship with advertising, social and digital media, in-store promotions and activations on-site in Final Four markets.
The Reese's College All-Star Game takes place March 31 at the University of Phoenix Stadium in Phoenix. The men's NCAA basketball tournament starts March 14 and will end April 3.
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