Hershey is now the official sponsor of The U.S. Olympic and Paralympic teams.

The Hershey Co. has entered into a five-year partnership with the United States Olympic Committee (USOC). The U.S. Olympic and Paralympic teams will be supported by Hershey through the 2016 Rio Games, the 2018 PyeongChang Games and the 2020 Tokyo Games. The new partnership is effective immediately. Hershey is now the official sponsor and the confectionery partner of Team USA.

As part of the partnership, Hershey will work in tandem with the USOC to develop unique programming that ties the passion and pride of Team USA with one of the icons of American culture, The Hershey Company. The partnership with the USOC will include the Hershey corporate brand as well as some of the company’s most famous product brands, including Hershey’s, Reese’s, Hershey’s Kisses and Twizzlers. It will also include some of the company’s newer additions: Brookside Dark Chocolate and Krave Premium Jerky.

“Hershey is truly one of America’s most iconic and beloved companies and we are incredibly proud and honored to support Team USA and begin our journey with the U.S. Olympic Committee,” said Mary-Ann Somers, vice president, North American Confection, The Hershey Co. “Both Hershey and Team USA share a unique, irreplaceable place in the hearts, lives and memories of many Americans; we want our country and athletes to know that Hershey is here to help bring moments of goodness and patriotic pride throughout the games and beyond.”

“We are thrilled to welcome The Hershey Company and its iconic family of brands to the Team USA family of partners,“ said Lisa Baird, USOC chief marketing officer. “We know that Hershey’s will demonstrate their support of America’s elite Olympic and Paralympic athletes in exciting and innovative ways, and we sincerely look forward to celebrating with them on the Road to Rio and beyond.”

This new partnership will cement Hershey’s U.S. Olympic and Paralympic team support and participation over the next three Games. Through this multi-year partnership, Hershey will have the ability to create scalable brand programs across some of America’s most iconic confection and snacking brands. As part of the agreement, Hershey will secure exclusive sponsorship and promotional rights from the USOC and will be able to utilize those rights in advertising, on packaging, merchandising and more.

“Partnering with Team USA is a perfect fit for a great American company like Hershey and our range of brands that have been a part of the lives of all Americans for generations,” said David Palmer, director, partnership marketing and planning, The Hershey Company. “We are tirelessly working to integrate our company and brands into the Olympic spirit and support Team USA via athlete endorsements, unique consumer offers and compelling consumer activations.”

Hershey will support its USOC sponsorship through a variety of media channel activations over the course of 2016 leading up to the Rio Olympic and Paralympic Games.