Reese’s Peanut Butter Cups And ESPN Announce New College Football Initiative

Dec. 5, 2014

HERSHEY, Pa. (December  1, 2014) — Reese’s Peanut Butter Cups, the perfect combination of chocolate and peanut butter, and ESPN today announce a new multi-year program surrounding key ESPN College Football properties.  Effective immediately, the Reese’s brand will serve as an official sponsor of the new College Football Playoff (CFP), official sponsor of ESPN College GameDay Built by the Home Depot and proud sponsor of ESPN College Football.  As part of the agreement, the Reese’s brand will secure promotional rights to the College Football Playoff, College GameDay and ESPN College Football trademarks for use in advertising, on-pack, point-of-sale displays and more.  The Reese’s brand will also bring the experience of perfect combination of chocolate and peanut butter right to college football fans with on-site activation at the inaugural College Football Playoff National Championship in Arlington, Texas, on January 12, 2015.

In addition, beginning in the 2015-2016 College Football season, Reese’s and ESPN will further enhance the college football experience with custom-branded content features during ESPN College GameDay telecasts.

Reese’s brand is proud to join forces with ESPN for this new and exciting era in college football,” said Jennifer Podhajsky, Vice President, US Chocolate, The Hershey Company. “With the new College Football Playoff upon us, this gives the Reese’s brand an expanded and exciting opportunity to continue our leadership within intercollegiate athletics and brings the perfect combination of chocolate and peanut butter to college football fans nationwide.”  

This new initiative with ESPN continues to further affirm the Reese’s brand’s commitment to and presence in the intercollegiate athletics space.  The Reese’s brand currently serves as the official candy partner of the NCAA®, host of Reese’s Final Four Friday and title sponsor of the National Association of Basketball Coaches’ Reese’s College All-Star Game, which features the top Division I senior basketball student-athletes from around the country which is played the weekend of the NCAA Men’s Final Four®.

The Reese’s brand is also title sponsor of the Reese’s Senior Bowl, college football’s annual premier senior showcase event, featuring the nation’s best senior collegiate football stars and top draft prospects.

"Few combinations rival chocolate and peanut butter, but college football and Saturdays is among them," said Ed Erhardt, president, ESPN Global Customer Marketing and Sales.  “We look forward to joining the assets of ESPN and Reese's during this new era of the College Football Playoff to introduce yet another great combination to college football fans." 

ESPN will have exclusive coverage of the College Football Playoff beginning with the 2014-2015 season featuring the four top teams as selected by the College Football Playoff Selection Committee. The Rose Bowl Game presented by Northwestern Mutual and the Allstate Sugar Bowl will host the first Playoff Semifinals, which will pit No. 1 versus No. 4 and No. 2 versus No. 3 on January 1, 2015. The winners of those two games will face off in the inaugural College Football Playoff National Championship at AT&T Stadium in Arlington, Texas on January 12, 2015.

About The Hershey Company

The Hershey Company (NYSE: HSY), headquartered in Hershey, Pa., is a global confectionery leader known for bringing goodness to the world through its chocolate, sweets, mints and other great-tasting snacks. Hershey has approximately 13,000 employees around the world who work every day to deliver delicious, quality products. The company, which has more than 80 brands around the world that drive over $7.1 billion in annual revenues, includes such iconic brand names as Hershey's, Reese's, Hershey's Kisses, Jolly Rancher and Ice Breakers. Hershey is focused on growing its presence in key international markets while continuing to build its competitive advantage in North America. Additionally, Hershey is poised to expand its portfolio into categories beyond confectionery, finding new ways to bring goodness to people everywhere.

At Hershey, goodness has always been about more than delicious products. For 120 years, Hershey has been committed to good business by operating fairly, ethically and sustainably to make a positive impact on society.  This means contributing to a better life for its employees, consumers, communities, and, ultimately, creating a bright future for children in need.  This commitment is exemplified by Milton Hershey School, established in 1909 by the company's founder and administered by Hershey Trust Company. The children who attend the school receive education, housing, and medical care — thriving as direct beneficiaries of The Hershey Company's success.

About ESPN

ESPN, the world’s leading sports entertainment company, features more than 50 assets – seven U.S. television networks, ESPN International, ESPN Radio,, ESPN The Magazine, and more. ESPN is 80 percent owned by ABC, Inc. (an indirect subsidiary of The Walt Disney Company) and 20 percent by The Hearst Corporation.