HERSHEY to become the official chocolate of the NBA in Canada. The partnership launched with grassroots initiative to grow youth basketball participation and improve access to the game across the country.
TORONTO, May 11, 2021 – 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 basketball 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.