*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).

Share:
More In Business
A US tariff exemption for small orders ends Friday. It’s a big deal.
Low-value imports are losing their duty-free status in the U.S. this week as part of President Donald Trump's agenda for making the nation less dependent on foreign goods. A widely used customs exemption for international shipments worth $800 or less is set to end starting on Friday. Trump already ended the “de minimis” rule for inexpensive items sent from China and Hong Kong, but having to pay import taxes on small parcels from everywhere else likely will be a big change for some small businesses and online shoppers. Purchases that previously entered the U.S. without needing to clear customs will be subject to the origin country’s tariff rate, which can range from 10% to 50%.
Southwest Airlines’ new policy will affect plus-size travelers. Here’s how
Southwest Airlines will soon require plus-size travelers to pay for an extra seat in advance if they can't fit within the armrests of one seat. This change is part of several updates the airline is making. The new rule starts on Jan. 27, the same day Southwest begins assigning seats. Currently, plus-size passengers can pay for an extra seat in advance and later get a refund, or request a free extra seat at the airport. Under the new policy, refunds are still possible but not guaranteed. Southwest said in a statement it is updating policies to prepare for assigned seating next year.
Load More