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Peanut M&M’s is now a sponsor of the Capitals

By Ian Oland (@ianoland) on September 13, 2017 | 0 Comment

Wednesday morning, the Washington Capitals released a photo of what will soon be the team’s new sheet of ice for next season. There are several big changes from last year.

Two iterations of the arena’s new name, Capital One Arena, wraps around the top and bottom of the center-ice faceoff circle. The Capitals also have two new neutral ice sponsors.

Logos for Leidos and Peanut M&M’s have replaced the marks of Chipotle and Verizon at the bottom of the ice.

It's so beautiful. #IsItOctoberYet

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Here’s a look at last year’s sheet of ice before the postseason began.

It's so beautiful. 😍 #RockTheRed

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M&M’s is an interesting choice for a sponsor, considering the team’s American Hockey League affiliate. M&M’s are produced and sold by Mars, Inc., a direct competitor of Hershey’s whose entertainment and resort company owns the Hershey Bears. The Bears, who were originally named the Hershey B’ars, play in Hershey, Pennsylvania, and their arena, GIANT Center, is located beside the company’s theme park: Hersheypark.

Mars, Inc. has some local ties of its own. Mars, Inc.’s headquarters is located in McLean, Virginia, while one of its major North American distribution centers is located in Elizabethtown, Pennsylvania. The company, which also produces popular candies like Milky Way, Snickers, Starburst, and Skittles, first got into the local sports advertising game this past June, inking a multiyear deal with the Washington Nationals.

Per SportsBusiness Daily:

The Nationals have signed a multiyear sponsorship deal with Mars, Inc., with the candy maker promoting several of its brands including Skittles and M&M’s through the team and Nationals Park. The Virginia-based company will receive a wide variety of assets including outfield wall, home plate rotational and scoreboard signage, inventory on TV and radio broadcasts and a large sign on a parking garage adjacent to the ballpark. It also will stock product in all premium seating locations as part of a program entitled “Sweets in the Suites.” Mars will gain Skittles branding on Nationals Park field tarps and the club will give away Skittles to one seating section after each home rain delay as part of an effort to tie the brand’s “Taste The Rainbow” slogan to the end of a rain delay.

Headline photo: @Capitals

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