Lance® Extends Partnership with Little League®

Lance Renewal Graphic 2024

With another successful launch of the Little League® Coach of the Year Award, Lance and Little League are pleased to announce an extension of their partnership through 2024.

“Since joining as an official partner just over a decade ago, our friends at Lance have continued to support our program in a variety of different ways from the grassroots level to each of our World Series events each year,” said Liz DiLullo Brown, Little League Executive Vice President and Chief Marketing and Business Relationship Officer. “We look forward to continuing that partnership to support our players in communities across the nation as well as recognizing our dedicated volunteers through a continued growth of their Coach of the Year Award program.”

An official partner since 2014, Lance has found new ways each year to step up to the plate in support of Little League players, parents, and coaches as the “Official Snack of Little League Baseball and Softball.”

“We are thrilled to recognize exceptional coaches through our annual Coach of the Year program and to continue our partnership with Little League and the Positive Coaching Alliance,” said Victoria Strang, Lance Director of Brand Marketing.

This year, with the continued support of the Positive Coaching Alliance, the Little League Coach of the Year Award has also expanded to recognize a coach from the Little League Challenger Division®, further aligning with Little League’s value of inclusion and overall support of the adaptive program.


The commitment of Lance to local Little League programs and their volunteers can also be found through their development of the Little League Concessions Guide, providing concession managers with the necessary guidance and resources to plan, operate, and manage their league’s concessions. Lance also proudly supplies athletes, coaches, and families attending the Little League Baseball and Softball World Series events with their beloved sandwich crackers and offers an on-site snacking and gaming experience to fuel sportsmanship and foster a sense of community.

For more than 75 years, Little League has partnered with major corporations on a national level to help keep the costs for our local Little Leagues to a minimum, offer unparalleled benefits to those member leagues, support the social impact initiatives of the organization and its local communities, and provide the necessary funding and resources to support local leagues at the grassroots level. Sponsors help leagues operate smoothly, provide training resources for coaches, offset expenses for educational initiatives, offer grant programs for leagues in need, assist in supporting tournament costs, and provide opportunities and knowledge in fundraising, operations, nutrition, and safety. In short, sponsors provide access and opportunities so that local leagues may offer the best programs possible, helping ensure that players and volunteers can have a fun and rewarding Little League experience while supporting their community.

To learn more about how Lance and the other Official Partners are supporting Little League Baseball and Softball, and what opportunities are available for local leagues and their communities, visit

About Lance

For more than 110 years, Lance® has been fueling families with its sandwich crackers and cookies. Whether on-the-go or at the game, Lance® sandwich crackers to help keep you going without getting in your way. Lance® sandwich crackers are available in 17 delicious varieties, including ToastChee®, Toasty®, and Nekot®. Each freshly baked sandwich cracker is filled with tasty ingredients like real peanut butter and cheese fillings. For more information about Lance®, please visit and for more about Campbell Soup Company visit