SNICKERS® will return as the Official Chocolate of the Orange Blossom Classic for a fourth consecutive year, with Mars Snacking extending its sponsorship of the premier HBCU football event through the 2026 edition. The game — South Carolina State University Bulldogs versus Florida A&M University Rattlers — is set for September 6 at 3 p.m. ET at Hard Rock Stadium in Miami Gardens, Florida, and will air nationally on ESPN.

Fan Activation Strategy

On-site SNICKERS activations, game-day experiences, and interactive fan moments will again be central to the brand's presence throughout OBC Weekend. That multi-day programming extends beyond the gridiron to include leadership sessions, community engagement, educational initiatives, and business networking — making the event an attractive platform for consumer packaged goods brands seeking broad demographic reach at a single venue.

"Four years of the Orange Blossom Classic has shown us that epic football and unmatched fan energy deserve to be celebrated at the highest level," said Gabrielle Wesley, Chief Marketing Officer, Confectionery, Mars Snacking North America. "Whether you're on the field or in the stands enjoying the legendary halftime shows, SNICKERS is proud to return to Miami Gardens to help tackle hunger, fuel the fans and support the rich tradition of HBCU excellence all weekend long."

What It Means for the Industry

For food and beverage operators, the continued Mars Snacking commitment illustrates the growing appetite among major confectionery brands to align with culturally resonant events rather than generic stadium placements. The Orange Blossom Classic has generated more than $100 million in economic impact for Miami-Dade County since its 2021 revival, underscoring the commercial scale that HBCU events now command. Brands supplying snacks, beverages, or concession staples to large-footprint venues should take note: sponsorship at events with strong community identity is increasingly paired with on-site experiential retail, creating activation models that go well beyond traditional signage.

Mars, Incorporated's broader portfolio — which includes M&M'S®, Pringles®, and Cheez-It® alongside SNICKERS® — gives the company significant leverage across foodservice and retail channels. Its repeated investment in the OBC reflects a wider confectionery industry trend of locking in multi-year deals with high-visibility events to build consistent brand equity rather than one-off placements.

Kendra Bulluck, Executive Director of the Orange Blossom Classic, noted that the SNICKERS partnership "has become an important part of the Orange Blossom Classic experience, helping create memorable moments for our fans while adding to the energy and excitement that make Labor Day Weekend so special."

Now in its sixth year since a 2021 revival, the OBC draws thousands of students, alumni, families, and fans to South Florida each Labor Day Weekend. The event has also distributed more than $500,000 in scholarships, reinforcing the community development angle that increasingly appeals to corporate sponsors navigating purpose-driven marketing mandates. For operators and suppliers tracking where major food and beverage brands are placing experiential dollars, the OBC's trajectory offers a useful benchmark.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.