HERSHEY, Pa.--(BUSINESS WIRE)--Winning the 12th seed over the fifth seed pick in your bracket definitely calls for two…Reese’s Peanut Butter Cups, that is! Reese’s brand is celebrating the passion and roller coaster of emotions that the NCAA Tournament evokes in college basketball fans through a variety of creative advertising, social media content and in-store promotions. This year, Reese’s brand will celebrate its eighth consecutive title sponsorship of the Reese’s NABC College All-Star Game, featuring some of the most talented senior college basketball student-athletes from NCAA Division I teams. The game complements the brand’s larger relationship with the NCAA as official candy partner and sponsorship of the fourth annual Reese’s Final Four Friday®.
“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 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 FourTM program, reading a combined 6 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, Texas 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, Texas. 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.
About The Hershey Company
The Hershey Company (NYSE:HSY), headquartered in Hershey, Pa., is a global confectionery leader known for bringing goodness to the world through its chocolate, sweets, mints and other great-tasting snacks. Hershey has more than 21,000 employees around the world who work every day to deliver delicious, quality products. The company, which has more than 80 brands around the world that drive over $7.4 billion in annual revenues, includes such iconic brand names as Hershey's, Reese's, Hershey's Kisses, Jolly Rancher, Ice Breakers and Brookside. Hershey is focused on growing its presence in key international markets while continuing to build its competitive advantage in North America. Additionally, Hershey is poised to expand its portfolio into categories beyond confectionery, finding new ways to bring goodness to people everywhere.
At Hershey, goodness has always been about more than delicious products. For 120 years, Hershey has been committed to good business by operating fairly, ethically and sustainably to make a positive impact on society. This means contributing to a better life for its employees, consumers, communities, and ultimately, creating a bright future for children in need. This commitment is exemplified by Milton Hershey School, established in 1909 by the company's founder and administered by Hershey Trust Company. The children who attend the school receive education, housing, and medical care – thriving as direct beneficiaries of The Hershey Company's success.
About the NCAA
The NCAA is a diverse association of more than 1,100 member colleges and universities that prioritize academics, well-being and fairness to create greater opportunities for nearly half a million student-athletes each year. The NCAA provides a pathway to higher education and beyond for student-athletes pursuing academic goals and competing in NCAA sports. More than 54,000 student-athletes experience the pinnacle of intercollegiate athletics by competing in NCAA championships each year. Visit ncaa.org and ncaa.com for more details about the Association and the corporate partnerships that support the NCAA and its student-athletes. The NCAA is proud to have AT&T, Capital One and Coca-Cola as official corporate champions and the following elite companies as official corporate partners: Allstate, Amazon Echo, Bing (Microsoft), Buffalo Wild Wings, Buick, Enterprise, Infiniti, LG, Lowe’s, Nabisco, Northwestern Mutual, Reese’s, Unilever and UPS.
NCAA, Final Four, and March Madness are trademarks of the National Collegiate Athletic Association.
About the National Association of Basketball Coaches
Located in Kansas City, Missouri, the NABC was founded in 1927 by Forrest “Phog” Allen, the legendary basketball coach at the University of Kansas. Allen, a student of James Naismith, the inventor of basketball, organized coaches into this collective group to serve as Guardians of the Game. The NABC currently has nearly 5,000 members consisting primarily of university and college men’s basketball coaches. All members of the NABC are expected to uphold the core values of being a Guardian of the Game by bringing attention to the positive aspects of the sport of basketball and the role coaches play in the academic and athletic lives of today’s student-athletes. The four core values of being a Guardian of the Game are advocacy, leadership, service and education. Additional information about the NABC, its programs and membership, can be found at www.nabc.org.
 NO PURCHASE OR PAYMENT OF ANY KIND NECESSARY TO PLAY OR WIN. PURCHASE WILL NOT INCREASE YOUR CHANCE OF WINNING. Open only to legal U.S. residents residing in the 50 US/DC, 18+. Void in Puerto Rico and where prohibited. Promotion ends on 4/5/16 at 11:59:59 p.m. EDT. Each day you Sign In through 3/21/16, 11:59:59 p.m. EDT, you will receive an entry into the Grand Prize drawing. Odds of winning the Grand Prize depend upon the number of eligible entries received. Odds of winning an Instant-Win First Prize or an Instant Win Fan Up Prize depend on the number of eligible Plays received and the order in which such Plays are received. Click here for full Official Rules. Sponsor: The Hershey Company. The NCAA is neither a sponsor nor an administrator of this promotion.