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USSA Announces Partnership with Hershey

By U.S. Ski & Snowboard
December, 15 2016

HERSHEY, PA (December 15, 2016) –  Today the U.S. Ski and Snowboard Association (USSA) announced a three-year partnership with The Hershey Company (NYSE: HSY). The Hershey Company will serve as an official sponsor and the Exclusive Confectionery Partner of the U.S. Ski Team, U.S. Snowboarding and U.S. Freeskiing through the 2018 Olympic Winter Games in PyeongChang and beyond.

The Hershey Company, through its iconic brands, is working closely with the USSA to elevate the passion for the sports of skiing and snowboarding through special events, on-site activations, social media support and a digital content series. As an official partner, the company will have a presence at key events including the Toyota U.S. Grand Prix, Toyota U.S. Revolution Tour and the Visa Freestyle International.

“Skiing and snowboarding are heart-stopping winter sports that provide an opportunity for The Hershey Company to amplify that passion by developing unique activations highlighting the number one mint brand in the U.S., Ice Breakers,” said David Palmer, director sponsorship marketing, The Hershey Company. “We’re honored to partner with the U.S. Ski and Snowboard Association to unite fans, consumers and athletes with the power of our brands and the power of this sport.”

The new partnership will primarily feature Hershey’s Ice Breakers product - the leading mint and gum brand. The first competition featuring the new sponsorship will be the Toyota U.S. Grand Prix at Copper Mountain, CO Dec. 14-17. At each U.S. Grand Prix, one male and one female athlete will be recognized for their breakthrough performance by presenting them with the ‘Ice Breakers Break Through Award.'

The Ice Breakers brand recently launched its new “Break Through” campaign which features a majestic Unicorn reminding consumers of their potential - empowering them to turn their confidence into action and break through life’s obstacles. Presenting the ‘Ice Breakers Break Through Award’ at the U.S. Grand Prix events for superlative performances is a perfect match between the sport and brand – both representing unbridled confidence, potential and possibilities.

“Hershey represents another iconic company added to the roster of Olympic brands in the U.S. Grand Prix and across the entire USSA sponsor portfolio,” said USSA Chief Marketing Officer Michael Jaquet. “We take great pride in providing value to Olympic partners and look forward to helping the Ice Breakers brand activate its sponsorship to our very engaged fanbase of skiers and snowboarders.”

In addition to the USSA sponsorship, The Hershey Company is also a proud sponsor of the United States Olympic Committee and Team USA and will continue to support the U.S. Olympic and Paralympic teams through the PyeongChang 2018 Olympic Winter Games.

About USSA
The U.S. Ski and Snowboard Association (USSA) is the national governing body of Olympic skiing and snowboarding. It provides leadership and direction for tens of thousands of young skiers and snowboarders, encouraging and supporting them in achieving excellence. By empowering national teams, clubs, coaches, parents, officials, volunteers and fans, the USSA is committed to the progression of its sports and athlete success. Established in 1905, the USSA receives no direct government support, operating solely through private donations from individuals, corporations and foundations to fund athletic programs to assist athletes in reaching their dreams. The organization is based at the Center of Excellence, it’s high performance training facility, located in Park City, UT. For more information, visit

About The Hershey Company
The Hershey Company, 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 approximately 21,000 employees around the world who work every day to deliver delicious, quality products. The company has more than 80 brands around the world that drive more than $7.4 billion in annual revenues, including such iconic brand names as Hershey's, Reese's, Hershey's Kisses, Jolly Rancher, Ice Breakers and Brookside. Building on its core business, Hershey is expanding its portfolio to include a broader range of delicious snacks. The company remains focused on growing its presence in key international markets while continuing to extend its competitive advantage in North America.

At Hershey, goodness has always been about more than delicious products. For more than 120 years, Hershey has been committed to operating fairly, ethically and sustainably. Hershey founder, Milton Hershey, created the Milton Hershey School in 1909 and since then the company has focused on giving underserved children the skills and support they need to be successful. Today, the company continues this social purpose through 'Nourishing Minds,' a global initiative that provides basic nutrition to help children learn and grow. From neighborhoods across the United States to the streets of Shanghai and Mumbai and villages of West Africa, our goal is to nourish one million minds by 2020.