by FoodBizDaily.com staff writer
March 11 2010 - Kraft Foods’ U.S. Snacks business announced today it has teamed with the NCAA and CBS Sports to become an Official NCAA Corporate Partner for several of its flagship snack brands, including Planters, Ritz, Oreo and Wheat Thins. The partnership includes promotional and marketing rights for the NCAA and all 88 of its men’s and women’s championships.
As part of the agreement, the brands will be featured as the NCAA’s official Cookie, Nut and Cracker partners through in-store promotions and with a major advertising buy on CBS Sports starting in March with the Network’s exclusive coverage of the “Road to the Final Four®.”
“This partnership is a slam dunk for Kraft Foods,” said Stephen Chriss, Senior Director, Marketing Alliances at Kraft Foods. “It gives us an opportunity to connect our delicious snack brands with key audiences in a big way.”
Throughout the partnership, NCAA and CBS Sports fans can expect to see Kraft Foods snack brands sharing a large presence before, during and after NCAA championships events. Planned marketing initiatives include new product sampling, contests, promotions, and college-themed displays in retail stores.
“Having Kraft Foods on board as part of the NCAA team is a win for everyone involved,” said Peter Davis, NCAA Director of Corporate Alliances. “Associating with well-known brands like Planters, Oreo, Ritz and Wheat Thins helps increase awareness and build excitement for all of our NCAA sports and the fans who support our student-athletes and championships.”