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Campbell’s sponsors HBSE’s sports teams

Campbell’s sponsors HBSE’s sports teams

Campbell’s will activate the multi-year partnership through multiple fan engagement initiatives in the US. (Campbell Soup Company)

Harris Blitzer Sports & Entertainment (HBSE), the investment vehicle that owns the NBA’s Philadelphia 76ers and the NHL’s New Jersey Devils, and Campbell Soup Company have announced a marketing partnership for four sports franchises.

As part of the agreement, Campbell’s will serve as an official partner of the 76ers (NBA), the Devils (NHL), the Washington Commanders (NFL), the Prudential Center multi-purpose indoor arena in Newark, New Jersey and the Joe Gibbs Racing Team (Nascar).

The company will activate the multi-year partnership through multiple fan engagement initiatives in key sports and entertainment markets.

The partnership was brokered by HBSE’s Global Partnerships Department, led by Senior Vice President Ben Cobleigh.

Mark Clouse, Campbell’s president and CEO, said, “This is a truly unique marketing partnership that will allow us to activate our portfolio of leading brands across some of the most iconic and storied franchises in sports.”

The deal strengthens Campbell’s presence in the sports market after the company partnered with Major League Soccer last year.

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Through this agreement, the company’s brands became official snack sponsors of the league through 2026.