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Candy | Category Report

February 10, 2022

As Valentine's Day approaches, we spotlight the leading candy brands in the sponsorship space.

The top 10 brands account for nearly 150 sponsorship deals across SponsorUnited's platform. Don't look at major pro sports though, only 15% of these deals are associated with the NFL, NBA, MLS, NHL and MLB.

The top 10 brands within this category are as follows:

  1. Snickers
  1. Cadbury
  1. M&M’s
  1. Reese’s
  1. The Hershey Company
  1. Kinder
  1. Kit Kat
  1. Skittles
  1. Twix
  1. Lindt

Snickers has over 35 sponsorship deals ranging from a league deal with the NFL to the WWE, NASCAR, the college space and more. Within the partnership for the NFL, Snickers also has rights to a deal with the Madden NFL Championship series where they sponsor the “Moment of the Year.” The market they target most for sponsorship or media deals is Houston as they have more than 5 deals.

In January 2022, Sweethearts candy collaborated with Froot Loops and Crocs to create co-branded children's shoes. Products include a special edition cereal and Sweethearts inspired shoes and jibbitz.

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