Reese’s is hosting a slew of events and promotions this NCAA Tournament season.

As March Madness and the NCAA Tournament approach, a number of exciting promotions are on the horizon for the Reese’s brand. Reese’s is the long-standing official candy partner of the NCAA, and the brand is helping to promote the yearly madness through new creative advertisement efforts, in-store promotions and social media content.

This year marks fourth annual Reese’s Final Four Friday, and the eighth consecutive title sponsorship of the Reese’s NABC College All-Star Game, which features some of the most talented senior college basketball student-athletes from NCAA Division I teams.

“Reese’s is thrilled to once again be a part of March Madness and the NCAA Tournament,” said Kristen Riggs, senior director Reese’s Brand. “Reese’s wants to inspire fans to put more living into life—and what better time than March Madness—the most emotional and invigorating tournament in the college athletic arena. We can’t wait to tip-off the NCAA Tournament season, and we are confident that Reese’s and college basketball fans nationwide will enjoy everything that we have planned for them.”

From anticipation, to dejection, to euphoria, the NCAA Tournament has it all, and Reese’s is going to be there no matter the emotion. To celebrate this unrivaled fandom, the brand is hosting the “Fan Up” online promotion. From now through April 5, fans can visit ReesesFanUp.com to play the “Reese’s Instant Win Shootout” for a chance to score NCAA team gear, Fanatics Cash and a grand prize trip for two to the 2016 NCAA Men’s Final Four.

REESE’S FINAL FOUR FRIDAY
In 2016, Reese’s will return for its fourth year as sponsor of Reese’s Final Four Friday, a free event featuring practices from NCAA Final Four teams along with fun fan activities, entertainment and giveaways.

To celebrate the kick-off of Reese’s Final Four Friday, Reese’s and Kroger will host an on-court celebration at NRG Stadium with NCAA Team Works, Houston Independent School District (HISD) and Houston Public Libraries, recognizing the contributions of over 8,000 HISD third graders from 68 schools who participated in the first-ever Read to the Final Four program, reading a combined six million minutes in the month leading up to the Final Four. The NCAA Team Works Read to the Final Four celebration will take place at NRG Stadium in Houston on Friday, April 1 at 11 a.m. CT. All 68 third grade classes have been invited to the event, where the top performing school will be named and awarded a trophy. The Reese’s brand and Kroger will also be donating a combined $10,000 to the Read to the Final Four schools during the celebration.

Reese’s Final Four Friday will also feature exciting events, Reese’s giveaways, contests and performances by the HISD Atherton Drum Line and the Acrodunk Dunk Team. Fans will also be able to watch practices by the Final Four teams starting at 12 p.m. CT.

To culminate all of the activities of Reese’s Final Four Friday, the Reese’s NABC College All-Star Game will take place on Friday, April 1st at NRG Stadium in Houston. The game will tip-off at 4:30 p.m. CT, and will be taped to air on CBS the following day, Saturday, April 2, at 1 p.m. ET / 12 p.m. CT.

Carter Blackburn calls the action, along with analysts Steve Lappas and Doug Gottlieb, and reporter Allie LaForce. Legendary coaches Doug Collins and John Lucas will serve as head coaches for the East and West teams.

“Reese’s always has a strong presence at the Men’s Final Four, bringing fans some of the weekend’s most popular events like Final Four Friday and the All-Star Game,” said Matt Wolfert, NCAA director of corporate relationships, marketing and broadcast alliances. “We’re proud to partner with Reese’s, and we’re glad that they continue to support our student-athletes and provide our fans with activities that lead to an exciting Final Four experience.”

For more information on Reese’s NCAA activity, follow along on Twitter @ReesesPBCups and Facebook at Facebook.com/Reeses. Fans are also encouraged to use the hashtag #MarchMood to showcase their emotional highs and lows felt during March Madness.