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).
Elon Musk’s X unveiled a feature that lets users see where an account is based. Online sleuths and experts quickly found that many popular accounts, often posting in support of the U.S. MAGA movement with thousands or hundreds of thousands of followers, are based outside the U.S. This raises concerns about foreign influence in U.S. politics.
The Enhanced Games is going public in two ways — with a new listing on the Nadsaq stock exchange and also by offering a direct-to-consumer business focused on performance products.
Real estate software company RealPage has agreed to stop sharing nonpublic information between landlords as part of a settlement with the Department of Justice.
Thanksgiving travel is set to smash records as millions fly, drive, and ride despite FAA disruptions and economic uncertainty. Here’s what you need to know.
AI, BNPL and new digital tools are reshaping holiday shopping. PayPal’s Michelle Gill shares survey insights, tech trends, and tips for smarter spending in 2025
'The Chair Company' blends sharp satire with workplace conspiracy. Lake Bell joins us to talk its corporate themes, quirky characters, and why viewers love it!
It's a tough time for the job market. Amid wider economic uncertainty, some analysts have said that businesses are at a “no-hire, no fire” standstill. At the same time, some sizeable layoffs have continued to pile up — raising worker anxieties across sectors. Some companies have pointed to rising operational costs due to U.S.'s new tariffs, while others have redirected money to artificial intelligence investments. Workers in the public sector have also been hit hard. Federal jobs were cut by the thousands earlier this year. And many workers are now going without pay as the U.S. government shutdown has now dragged on for more than a month.
