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With the summer sports season underway, some of New Jersey’s most well-known snack makers are teaming up with major league sports organizations for key sponsorships.

Italian candy company Ferrero Group – which has its U.S. headquarters in Parsippany – unveiled a new partnership with the New York Yankees to bring its iconic Baby Ruth candy bar to the Bronx, N.Y., stadium through the end of the 2023 baseball season.

As part of the collaboration announced June 26 with the Yankees and Legends Hospitality, the company that runs concessions and catering at the stadium, the candy bar will be available to fans at select locations around the ballpark and in luxury suites. Attendees can also pick up a limited-edition Baby Ruth Milkshake – made with chocolate ice cream, chocolate sprinkles, caramel drizzle, whipped cream and topped with a Baby Ruth bar – at shake stands in Sections 112, 125 and 324.

In addition to some sweet summer treats, Baby Ruth will be the presenting sponsor for the first-ever fireworks night at Yankee Stadium. Scheduled as an early Independence Day celebration on July 3, the display will be held after the game wraps up.

Through the relationship with the New York Yankees, Baby Ruth – which joined the Ferrero family in 2018 after the company acquired Nestle’s U.S. candy business for $2.8 billion – will also be featured in digital signage during each home game.

“We are incredibly excited to partner with the New York Yankees to bring Baby Ruth to one of the most iconic teams in Major League Baseball,” said Neal Finkler, vice president, Marketing, for Baby Ruth and Butterfinger. “Just like the Yankees, Baby Ruth has been a fan favorite for over 100 years. We look forward to bringing Yankees fans a delicious taste experience and a whole new way to enjoy peanuts during each home game.”

Yankees Senior Vice President of Strategic Ventures Marty Greenspun said, “Baby Ruth is a timeless American classic and we’re excited to have it available for our guests at Yankee Stadium in 2023. It was also great to work with the Baby Ruth team on creating our new Baby Ruth milkshake, which is the perfect addition to our menu as we head into the summer.”

Setting goals

Meanwhile, Campbell Soup Co.‘s snacks division has been named as the Official Snack Sponsor of Major League Soccer (MLS) through the 2026 season.

Under the partnership announced June 16, the Camden-based company’s nearly $4 billion snacks division – which includes brands such as Goldfish crackers, Pepperidge Farm cookies, Cape Cod potato chips, Late July tortilla chips, Lance sandwich crackers, Snyder’s of Hanover pretzels and Snack Factory pretzel crisps – will be featured in advertisements in stadiums league-wide, retail displays and community impact programs across select markets.

The collaboration comes as interest in soccer continues to grow ahead of the 2023 Leagues Cup (July 21 through Aug. 19) and the 2026 World Cup, which is being hosted by the U.S., Canada and Mexico.

Mike Pierson, chief customer officer for Campbell Snacks, said in a statement, “We are proud to be named official snack sponsors for Major League Soccer, the fastest growing professional soccer league in the U.S. We’re thrilled to play a role in elevating the snacking experience for this loyal fan base with our diverse portfolio of brands.”

Carter Ladd, MLS executive vice president, Brand Alliances and Consumer Products, added, “Campbell Snacks is home to the favorite brands of MLS fans and soccer households across America, and we look forward to collaborating with their passionate team to strengthen the relationship between their storied brands and this country’s burgeoning soccer community.”

Campbell and Ferrero aren’t the only New Jersey-based companies with high-profile sports sponsorships. 

For instance, Mars Wrigley’s Snickers brand chocolate bars has helped power WrestleMania for nearly a decade as a joint presenting sponsor of World Wrestling Entertainment’s signature annual event, while Jersey Mike’s Subs recently struck a multiyear pact as the official sub sandwich of the National Hockey League.