After pictures of the new ice sheet at Capital One Arena suggested Peanut M&M’s was becoming a sponsor of the Washington Capitals, Monumental Sports & Entertainment today announced the sponsorship deal is in fact much broader. MSE and Mars Wrigley Confectionery have reached a multi-year sponsorship agreement that makes Mars candy the “official chocolate” of the Washington Capitals.
In addition to the on-ice logo, the agreement includes advertisements in the home penalty box and additional advertisements inside and outside the arena bowl. Mars Wrigley products — which include M&M’s, Snickers, Dove, Twix, Skittle, Starburst and something called Maltesers, among others — will be sold throughout Capital One Arena, and MSE promise “addition unique, VIP experiences and opportunities for fans to connect with Mars Wrigley Confectionery brands.”
As RMNB pointed out yesterday, Mars is an interesting choice for a sponsor, considering the Capitals’ American Hockey League affiliate is the Hershey Bears. The Bears are owned by Hershey Entertainment and Resorts, which was founded by Milton Hershey and has deep ties to his eponymous chocolate company, based in Hershey, Pennsylvania.
— TimothyJimothyYoshie (@tjyoshie77) September 14, 2017
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Washington, D.C. — Monumental Sports & Entertainment (MSE) and Mars Wrigley Confectionery announced today that they have reached a multi-year agreement to make Mars Wrigley Confectionery candy the “Official Chocolate” of the Washington Capitals.
“We are thrilled to partner with Mars Wrigley Confectionery to offer our fans delicious options when they come to a Capitals game,” said Jim Van Stone, President of Business Operations for Monumental Sports and Entertainment. “We are committed to ensuring that every aspect of our fans’ experience at Capital One Arena is exceptional, and we’re especially proud to partner with parent company Mars, Incorporated that also calls DC home.”
“We are incredibly excited to partner with the Washington Capitals. This partnership is an authentic continuation of sports marketing for many years, and our long-standing commitment and support of WA, DC,” said William Clements, VP Sponsorships for Mars Wrigley Confectionery. Clements further indicates, “Mars Wrigley Confectionery is committed to the communities in which we work and call home, which makes this partnership a win-win for us.”
As part of the agreement, Mars Wrigley Confectionery will advertise the M&M’S® Brand logo on the ice at all Capitals home games. They will also advertise via home penalty box signage and digital signage inside and outside of the arena bowl at Capital One Arena.
Mars Wrigley Confectionery candies will be featured at point of sale locations throughout the arena, and as part of the partnership there will be additional unique, VIP experiences and opportunities for fans to connect with Mars Wrigley Confectionery brands.
This partnership is the latest step in MSE’s relentless commitment to continually improve and upgrade the fan experience for every fan who comes in the door at Capital One Arena.
This announcement also comes as Monumental Sports and Entertainment continues a year of dynamic growth, having purchased two Arena Football League teams, the Washington Valor and the Baltimore Brigade; invested in one of the biggest esports franchises, Team Liquid, and purchased an NBA G League team that will start play in the fall of 2018 at the city’s new facility at the St. Elizabeths campus in Ward 8.
Photo: MSE
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