Hershey has signed a sponsorship deal with the National Hockey League (NHL) in North America.
The deal, announced this week (10 March), will see Hershey Canada become the “official chocolate and candy” supplier to the NHL in Canada.
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As part of its sponsorship, Hershey has created a Chocolate Stanley Cup made of 150lbs on chocolate – a replica of the original – which was unveiled on Wednesday at the Hockey Hall of Fame in Toronto.
Hershey is the latest in a line of confectionery and snack companies to announce associations with sports associations.
Mars Inc this week signed a four-year sponsorship deal with the Scottish Football Association, while Kraft Foods today announced it has signed sponsorship deals with the National Collegiate Athletic Association (NCAA) in the US and CBS Sports for its Planters, Ritz, Oreo and Wheat Thins snack brands.
Health campaigners in the UK have slammed the decision by sports associations to sign up companies and brands related to junk food.
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By GlobalDataRichard Watts, co-ordinator of the Children’s Food Campaign, told just-food that it “is not appropriate” for brands like Mars and Coke to be linked with sport.
However, a spokesperson for the NHL told just-food that it believed chocolate is a “treat” and that like any other product “should be enjoyed in moderation”.
“Given Hershey’s long-standing commitment to promoting a balanced and healthy lifestyle, especially in children, we are excited about this partnership and the fun opportunities it provides for both of our fans,” the spokesperson said.
