M&M/MARS Signs Exclusive Agreement to Become the Official Candy of Little League BaseballLittle League Baseball
Williamsport, Pa. (Nov. 9, 2000) - Little League Baseball announced today that it has entered into an exclusive three-year agreement with M&M/MARS, one of America's leading snack food manufacturers, designating M&M/MARS products as the "Official Candy of Little League Baseball."
The company's SNICKERS® Brand, the number one selling candy bar in the United States, will be the primary brand in the company's Little League Baseball activity when the program launches in 2001. However, the other brands in the M&M/MARS portfolio will be used in a variety of fundraising promotions by local Little League Baseball organizations throughout the United States and Canada over the course of the agreement.
"This agreement strategically aligns two American icons - Little League Baseball and M&M/MARS products," John King, Senior Marketing Manager-Sponsorships, said. "For years, the brands of the M&M/MARS portfolio have been a staple at Little League parks throughout the United States and Canada and we are excited about working with Little League Baseball to expand our relationship and develop some exciting programs."
"We are delighted to begin a partnership with M&M/MARS to bring experience and expertise to our leagues for fundraising and for operating concessions," said Stephen D. Keener, President and Chief Executive Officer of Little League Baseball, Incorporated. "Players and parents alike recognize the M&M/MARS products and the Little League sponsorship will directly benefit our leagues by contributing to keeping their charter fees to only $13 per team."
M&M/MARS, one of America's leading snack food manufacturers, is a division of MARS, Inc. Headquartered in Hackettstown, NJ, M&M/MARS owns some of the world's most favorite brands including "M&M's"® Brand, SNICKERS® Brand, 3 MUSKETEERS® Brand, TWIX® Brand, STARBURST® Fruit Chews, SKITTLES® Bite Size Candies, MARS® Bar, MILKY WAY® Brand, KUDOS® Milk Chocolate Granola Bars, DOVE® Brand, and COMBOS®/Snacks.
Little League Baseball is the world's largest organized youth sports program with nearly 2.9 million participants and 1 million volunteers in all 50 U.S. states and 100 other countries.