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Reese’s Capitalizes on NCAA Basketball
By: Cindy Wendland
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Who doesn’t love Reese’s Peanut Butter Cups? Only those people who don’t like chocolate or peanut butter. Do those people exist? Reese’s Peanut Butter Cups are the tastiest treats there are. But what do peanut butter cups and NCAA basketball have in common? Reese’s is a big corporate sponsor of the NCAA games. Why?

One aspect of marketing is evaluating what works and what doesn’t work, not only for your company or brand but for your competition. If something works, you tend to do it again, right? What works for other companies may also work for you. Well, Reese’s has been a corporate sponsor of NCAA basketball for seven years. Either the marketing team or the founder of Reese’s love basketball, or the sponsorship of their brand with NCAA basketball pays big dividends. We’ll go with the latter.

Corporate sponsorships are designed to give broad exposure to the sponsor and bring money to the event. Do basketball players and fans care about peanut butter cups? Apparently they do. Last year Reese's offered Fan Edition Printed Cups, a new line of peanut butter cups with basketball designs printed on them. On GoReeses.com, the brand had more fun this year with a new promotion. The 2015 promotion "Put Reese's in Your Starting Lineup" focused on entertaining during the NCAA Tournament. People could select their "starting five" Reese's products for a chance to win prizes.

Reese’s is loyal to the NCAA partnership. Their payback is apparent to them and should be considered by others with deep pockets.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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