Hershey's Taps Esports Stars to Promote Hershey-Reese's Candy Bar
*By Carlo Versano*
A generation ago, when a leading food brand wanted to debut a new product, it would seek out glitzy pop stars or professional athletes for marketing deals.
How sponsorships have changed.
After years of more traditional partners ー think Team USA ー Hershey's ($HSY) unveiled a deal to promote its latest creation, a combination Hershey-Reese's bar, with the help of two of esports' biggest names: DrLupo and Ninja.
Cheddar was at TwitchCon in San Jose, Calif. and got an early look at Hershey's first foray into esports and live-streaming from the company's head of integrated media, Charlie Chappell.
Chappell said the "mash-up of two of our greatest brands" was an ideal product to pair with the friends and sometimes teammates Ninja and DrLupo, two of the most popular streamers in the world. "What better way to introduce it," he said.
The sponsorship is the latest example of "non-endemic" brands, particularly in the snack food space, angling to get a piece of the red-hot esports market. Earlier this year, gummy favorite Sour Patch Kids inked a deal with the Overwatch league and PepsiCo's ($PEP) Doritos hosted a special sponsored event at TwitchCon this past weekend.
Chappell said the "combination" of Hershey's and well-known figures in esports was obvious to some ー while others required more explanation.
"We knew it would get a lot of attention from people," he said.
Hershey's is the maker of iconic candies like Kit Kat, Pay Day, Take 5, Twizzlers, and of course, Hershey's Kisses and Hershey's chocolate bars.
Financial terms of the sponsorship were not disclosed.
For full interview [click here](https://cheddar.com/videos/hersheys-partners-with-ninja-and-drlupo-in-esports-push).
Kim Perell, author and entrepreneur, shares actionable tips and tricks to help current and aspiring entrepreneurs kick off 2026 with confidence and momentum.
Computer chipmaker Nvidia is poised to release a quarterly earnings report that is expected to either deepen a recent downturn in the stock market or prompt an ebullient sigh of relief among investors increasingly worried the world’s most valuable company is perched upon an artificial intelligence bubble about to burst.
Emera CEO Scott Balfour discusses soaring energy demand, AI-driven grid challenges, clean-power investments, and how the company is building a resilient future.
JB Mackenzie discusses Robinhood’s new entertainment prediction markets, letting users engage with pop culture, award shows, and more through low-stakes bets.
Rhett Power shares his startup journey, lessons from his early years and insights from his book on overcoming negative self-talk to lead with confidence.
Despite inflation, Americans aren’t giving up the gym. Crunch Fitness CEO Jim Rowley discusses strong growth, value-driven expansion and what the future holds.
Home prices far outpacing incomes, low inventory, and higher living costs are reshaping the market. WSJ’s Veronica Dagher breaks down the challenges ahead.
As commercial options tighten, more travelers are turning to private aviation. Wheels Up CEO George Mattson breaks down capacity and demand challenges.
Layoffs, hiring slowdowns, and shifting skill demands dominate this year’s job talk. LinkedIn’s Kory Kantenga explains what workers should watch for next.
