Harris Blitzer Sports & Entertainment and Campbell Soup Company on Thursday announced a unique marketing partnership spanning four storied sports franchises across several of the world’s biggest leagues.
Campbell’s will serve as an official partner to the NHL New Jersey Devils, NBA Philadelphia 76ers, NFL Washington Commanders, NASCAR’s Joe Gibbs Racing and the Prudential Center.
The multi-year partnership will enable fans to connect and engage with Campbell’s leading portfolio of brands through unique activations and authentic offerings in prominent sports and entertainment markets.
HBSE CEO Tad Brown celebrated the announcement.
“We are proud to partner with an iconic company like Campbell’s and provide them opportunities to elevate and expand the reach of their world-class brands to millions of fans across some of the most influential markets in the U.S.,” he said. “Through this new partnership, Campbell’s will have the ability to mobilize HBSE’s unparalleled portfolio and join our teams in making an impact through the incredible power of sports and entertainment.”
Specific activations across HBSE’s properties will be announced throughout the year, with Campbell’s showcasing a variety of its brands in some of the nation’s top media markets.
Campbell’s 16 leadership brands include Campbell’s, Cape Cod, Chunky, Goldfish, Kettle Brand, Lance, Late July, Pace, Pacific Foods, Pepperidge Farm, Prego, Rao’s Homemade, Snack Factory Pretzel Crisps, Snyder’s of Hanover, Swanson and V8.
“This is a truly unique marketing partnership that will enable us to activate our portfolio of leadership brands across some of the most high-profile, storied franchises in sports,” Campbell’s CEO Mark Clouse said.
This is the first announcement under a new Campbell’s initiative called “Kitchen 1869” created to leverage the scale of the company’s portfolio and identify growth opportunities focused on brand and product alliances, unique licensing opportunities and enterprise-level marketing partnerships.