Campbell Snacks appointed official partner of the Pac-12 Football Championship Game

By Gill Hyslop

- Last updated on GMT

One of the biggest games of the year, the 2021 Pac-12 Football Championship Game will be played on 3 December in Las Vegas and broadcasted live on ABC. Pic: GettyImages/jemastock
One of the biggest games of the year, the 2021 Pac-12 Football Championship Game will be played on 3 December in Las Vegas and broadcasted live on ABC. Pic: GettyImages/jemastock

Related tags Campbell Snacks Pepperidge farm Goldfish crackers Milano Cape cod Pac-12 football Us

The Pac-12 has a tradition as the ‘Conference of Champions’ with more NCAA National Team Championships than any other conference in history, so it makes sense that the maker of iconic snacks like Goldfish crackers, Snyder’s of Hanover pretzels, Kettle Brand, Cape Cod potato chips, Milano cookies and many others has been appointed official partner.

Campbell Snacks is the snacking division of Campbell Soup Company, making up nearly half of the company’s fiscal 2020 net sales of more than $8.6bn, with its portfolio of over 200 differentiated snack varieties, including cookies, crackers, chips, pretzels, bakery and frozen.

As an official partner of the Pac-12 and the Pac-12 Football Championship Game, Campbell Snacks will be activating with media, onsite programming and hospitality, as well as running a sweepstakes that will give fans the chance to win a trip to the 2021 Pac-12 Football Championship Game, presented by 76, on 3 December in Las Vegas.

The partnership is part of a broader national fall football campaign that Campbell Snacks will activate with its retail partners. The national omni-channel programme will be dialled up with excitement and engagement on the West Coast with the Pac-12 and anchored with grocery retail programming at Kroger and Albertson’s stores located in the Pac-12 territory.

“We are thrilled to be associated with the Pac-12,” ​said Stephen Chriss, VP, Shopper & Omni Channel Marketing, Campbell Snacks.

“Our goal is to elevate our brands to play in culture and become the snacks of choice whether you are tailgating at the stadium or watching football at home with your friends and family.”

Champion of championships

The Pac-12 Conference is dedicated to developing the next generation of leaders by championing excellence in academics, athletics and the wellbeing of student-athletes. Built on a firm foundation of academic excellence and superior athletic performance, the Pac-12 Conference extends into the classrooms across 12 of the US’ leading universities, and outside its traditional geographic footprint into new corners around the world.

Spanning over a century of outstanding athletics achievements, the Pac-12 has claimed 537 NCAA Championships (308 men’s, 197 women’s, 32 combined) – over 200 more than the next league – leading the nation in 55 of the past 61 years.

Other big name brand sponsors of the 2021 Football Championship Game include Dr Pepper, Gatorade, GEICO, Jockey, MGM, LVCVA, New York Life, Nextiva, Old Trapper, Pacific Premier Bank, Redbox, Ticketsmarter and Unifi.

“We welcome Campbell Snacks as our newest blue-chip partner,”​ said Steve Tseng, Pac-12 Networks executive VP of Sales.

“When watching Pac-12 sports with friends or family, either in-person or at home, Campbell Snacks offers an assortment of longtime fan favourites. We’re excited to have them as an official sponsor for one of our biggest events throughout the year.”

Related topics Manufacturers Snacks Diversification

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