by Angeline Seames
Hersey Co. signed a five-year deal with Team USA, which makes the USOC (United States Olympic Committee) back in the candy game. The iconic candy maker is now an official sponsor and confectionery partner through the 2020 Tokyo Games. This is USOC’s first deal in the confectionery category since the 2008 Beijing Games, when Hershey then had a supplier deal.
Olympic marketing experts say a sponsor-level partnership with the USOC sells for between $1-3 million annually. With only 10 months left until the Rio Games, Hershey and USOC will immediately tackle activation details. This in mind, the USOC came out with a statement stating “We hope we have a really great footprint in the candy aisle thanks to Hershey.” Brands of candy bars that will be included in the relationship are: Hershey’s, Reese’s, Hershey’s Kisses, Twizzlers, Brookside dark chocolates and Krave premium jerky.
The USOC has even bigger names brought together for its consumer-packaged goods partners like Coca-Cola, Kellogg’s and Procter & Gamble. Team USA displays of these partners are at retailers during the Olympics. The big name brands want to be able to capitalize and get partners motivated around, making an even bigger footprint in their aisle.
The Hershey Director of Partnership Marketing David Palmer, was instrumental in reuniting Hershey Co. and the USOC. Hershey before hand has been a longtime supporter of USA Track & Field, and signed a deal in 2014 to become its second-largest sponsor behind Nike. Hershey Co. has had experience with USA Track & Field for over 30-plus years. Hershey’s statement stated that, “This is just a part of our longtime commitment to supporting skills for a lifetime of physical activity for people of all ages.” This legacy at Hershey will undoubtedly benefit the sponsorship it shares with USOC.
Hershey is truly one of America’s most iconic and beloved companies. With the announcement of the sponsorship both companies together shared a statement stating; “Both Hershey and Team USA share a unique, irreplaceable place in the hearts, lives and memories of many Americans; we want our country and athletes to know that Hershey is here to help bring moments of goodness and patriotic pride throughout the games and beyond.”
Hershey will support its USOC sponsorship through a variety of media channel activation’s over the course of 2016 leading up to the Rio Olympic and Paralympic Games.