TORONTO – The National Basketball Association (NBA) and HERSHEY Canada Inc. today announced a multiyear partnership that makes HERSHEY a marketing partner as the Official Chocolate of the NBA in Canada.
As part of today’s announcement, the NBA, HERSHEY and BGC Canada (formerly Boys & Girls Club of Canada) officially unveiled “Sweeter Together,” a three-year community-driven initiative to grow basketball participation among young athletes, invest in new basketball infrastructure and improve access to the game nationwide.
As part of Sweeter Together, HERSHEY will donate a minimum of $300,000 CAD this year to support basketball initiatives in Canada with its “Buy A Bar, Build A Court” retail program incorporating iconic HERSHEY brands REESE’S, HERSHEY’S and OH HENRY!.
The Buy A Bar, Build A Court program will tip off with HERSHEY and the NBA refurbishing two basketball courts, one at a BGC in Scarborough, ON, and a second at a BGC in Burnaby, BC. The courts will be re-imagined through custom designs from two artists, Scarborough’s Jacquie Comrie and Vancouver-based design studio Chairman Ting, leaving a meaningful impression on the community for years to come.
HERSHEY and the NBA will also provide new backboards, equipment, and hundreds of basketballs kits to dozens of BGC clubs across the country, furthering accessibility to the game of basketball.
“The NBA is looking forward to partnering with HERSHEY Canada and BGC Canada to make the game more accessible to young Canadians coast to coast,” shared Leah MacNab, NBA Canada Managing Director. “The grassroots investment is essential to the healthy growth of the game and the communities where the game lives.”
“HERSHEY Canada is excited to partner with the NBA and BGC Canada to create more moments of goodness by investing in grassroot basketball initiatives across the country to help make this sport as easy and fun to play as our bars are to eat,” remarked Sam Chehabeddine, GM, Hershey Canada.
“We know that physical activity and organized sport are cornerstones for the overall health and well-being of young people,” said Owen Charters, President & CEO, BGC Canada. “We are delighted that Hershey and the NBA have partnered together to provide BGC clubs across the country with updated spaces and equipment that will make the game of basketball more accessible for thousands of kids and teens.”
Fans can visit SweeterTogether.ca to learn more about Buy A Bar, Build A Court, interact with a 3D rendering of the court and watch how the artists bring it to life. Fans will also be able to participate in sweepstakes for the opportunity to win official NBA prizes throughout the year.
About the NBA
The NBA is a global sports and media business built around four professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, the NBA G League and the NBA 2K League. The NBA has established a major international presence with games and programming available in 215 countries and territories in more than 50 languages, and merchandise for sale in more than 100,000 stores in 100 countries on six continents. NBA rosters at the start of the 2020-21 season featured 107 international players from 41 countries. NBA Digital’s assets include NBA TV, NBA.com, the NBA App and NBA League Pass. The NBA has created one of the largest social media communities in the world, with 1.9 billion likes and followers globally across all league, team, and player platforms. Through NBA Cares, the league addresses important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.
About Hershey Canada
Hershey Canada is headquartered in Mississauga, Ontario, and is an industry-leading snacks company known for bringing goodness to Canadians through chocolate, sweets and mints, pantry offerings, food-service products, and a broad range of other great-tasting snacks. Our portfolio includes iconic brand names such as HERSHEY’S, REESE’S, TWIZZLERS, HERSHEY’S CHIPITS, OH HENRY!, BROOKSIDE, JOLLY RANCHER, and ICE BREAKERS. Inspired by a deep sense of purpose, our employees come together around meaningful and impactful work. Hershey Canada has approximately 865 employees who work every day to deliver delicious, quality products and to capture and “wow” shoppers.
At Hershey, goodness has always been about more than delicious products. For more than 125 years, Hershey has been committed to operating fairly, ethically and sustainably. Hershey founder, Milton Hershey, created the Milton Hershey School in 1909 and since then the company has focused on giving underserved children the skills and support they need to be successful. Today, the company continues this social purpose through ‘Nourishing Minds,’ a global initiative that provides basic nutrition to help children learn and grow.
“The value of our good is not measured by what it does, but by the amount of good it does to the one concerned.” – Milton S. Hershey.
About BGC Canada (formerly Boys & Girls Clubs of Canada)
Community-based services. Positive relationships. Life-changing programs. As Canada’s largest child- and youth-serving charitable organization, Boys and Girls Clubs provide vital programs and services to over 200,000 young people in 775 communities across Canada. During critical out-of-school hours, our Clubs help young people discover who they are, what they can do, and how they can get there. Our trained staff and volunteers give them the tools to realize positive outcomes in self-expression, academics, healthy living, physical activity, mental health, leadership, and more. Since 1900, Boys and Girls Clubs have opened their doors to children, youth, and families in small and large cities, and rural and Indigenous communities. If a young person needs it, our Clubs provide it. Learn more at bgccan.com and follow us on social media @BGCCAN.