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Earning a Place in Football Fandom

3 min read
OFFICES: Chicago, New York, Minneapolis-St. Paul and Los Angeles
our solution

Assemble a team as iconic as Reese’s itself.​

With the NCAA allowing name, image, likeness (NIL) deals for the first time ever, what better way to embed Reese’s already well-known name into football than to build one superstar squad with the last name “Reese?” 

We identified the “Team Reese” lineup and offered each player a deal with perks that only Reese’s could: Reese’s Footballs and Cups to last the season, a gold Reese chain and pendant, a custom orange blazer, cup-links (cufflinks in the iconic cup shape) and a locker-sized mini-fridge to keep Reese’s at the perfect temperature. We announced the deal and sent custom cornhole mailers to media and influencers just as football-shaped Reese’s were hitting shelves.

Ad Age spotlighted Team Reese as a top-five NIL partnership of 2022.

the impact

Reese’s won the season by a long shot.​

Team Reese players ran with their deals, creating their own custom content for social and getting people riled up about Reese’s. The news garnered 775+ total placements, achieving 100% positive/neutral sentiment with 266.7M earned impressions across verticals, including sports — a first for the brand. Meaning football is now Reese’s territory, too. This Q4 activation helped cap off a banner year for Reese’s retail sales, which grew 10.5% YOY.
earned impressions
positive/neutral sentiment