Campbell Soup Co. is teaming up with Harris Blitzer Sports & Entertainment for a unique marketing partnership spanning four sports franchises across some of the world’s biggest leagues.

As part of the multiyear agreement, the Camden-based soup and snack giant will serve as an official partner to the:

• Philadelphia 76ers (NBA)
• the Washington Commanders (NFL)
• New Jersey Devils (NHL)
• Joe Gibbs Racing (NASCAR)

The partnership also extends to the Harris Blitzer-owned Prudential Center in Newark. In addition to giving fans a chance to connect and engage with some of Campbell’s top brands through activations across HSBE properties, the collaboration will include authentic offerings, the companies said.

Campbell’s president and CEO Mark Clouse described it as “a truly unique partnership.” He said it will enable the company “to activate our portfolio of leadership brands across some of the most high-profile, storied franchises in sports.”

Harris Blitzer Chief Executive Officer Tad Brown said, “We are proud to partner with an iconic company like Campbell’s and provide them opportunities to elevate and expand the reach of their world-class brands to millions of fans across some of the most influential markets in the U.S.”

He added, “Through this new partnership, Campbell’s will have the ability to mobilize HBSE’s unparalleled portfolio and join our teams in making an impact through the incredible power of sports and entertainment.”

Redefining Campbell

Senior Vice President Ben Cobleigh noted HBSE’s national and international growth. “We’re eager to partner with organizations like Campbell’s that share our values and aim to find innovative, fun ways to connect with sports fans, concert goers, and those who enjoy live events,” Cobleigh said.

“We’re thrilled to introduce this groundbreaking partnership to some of the biggest sports markets in the country this season and beyond,” he continued in the Oct. 17 announcement.

For Campbell’s, the relationship is the first under a new initiative designed to leverage its brands.

The “Kitchen 1869” program aims to identify growth opportunities focused on brand and product alliances, licensing opportunities and enterprise-level marketing partnerships.

The partnership with HBSE also comes about a month after Clouse said Campbell’s intends to drive growth through its 16 “leadership brands” across the snacks and meals & beverages division. As it continues to expand beyond its traditional business into snacks, sauces and beverages, the company also plans to rebrand as The Campbell’s Co.

In recent years, the the 155-year-old company has made several changes to its portfolio. That includes its $6.1 billion purchase of snacks manufacturer Snyder’s-Lance. Additionally, it acquire Rao’s sauces maker Sovos Brands this year for $2.7 billion.

Last year, Campbell’s sold off its Emerald Nuts snack brand to private label health snacks maker Flagstone Foods. It also divested its Pop Secret popcorn business to Boonton-based wholesome snack manufacturer Our Home.

“For the last five years, we have been on a transformative journey to redefine our company. Our focused strategy has positioned us well and helped to solidify a foundation that has delivered consistent and dependable results,” Clouse said. “We are ready to turn the page and enter a new chapter where we build on Campbell’s transformed portfolio, strong team, and aligned and engaged culture with the goal to set the standard for performance in the food industry.”

“With the top team, the best portfolio of brands, a track record of strong execution and performance, and a commitment to building on our legacy of trust and impact, we have never been more prepared to deliver top-tier performance and to be the most dependable and most capable company in food,” he added.

Not quitting yet:

In September, the New Jersey Economic Development Authority released a rendering of the proposed venue to house the Philadelphia 76ers in Camden (at right) as part of an effort to bring the team to New Jersey. Although Philadelphia’s mayor later said the team will stay in the city, NJEDA CEO said “nothing announced today changes our view that the Sixers should seriously consider New Jersey for their next home.” Click here for the latest.