LOS ANGELES — The 2028 Olympic and Paralympic Games in Los Angeles are adding some familiar snack brands to their growing roster of corporate partners.
Mars announced Monday that Cheez-It, Pringles, Club, Town House and Combos have been named the Official Salty Snacks Providers and Proud Supporters of the LA28 Olympic and Paralympic Games and Team USA, bringing some of America's most recognizable snack brands to the international sporting event.
The partnership will feature Cheez-It and Pringles as the leading brands in a marketing campaign designed to connect fans with Team USA athletes and the excitement surrounding the Games, which return to Los Angeles for the first time since 1984.
The agreement will give Mars a presence throughout the LA28 Games, with its snack brands featured across events and experiences involving fans, athletes, volunteers and members of the Olympic family.
"Working with LA28 and Team USA reflects Mars' commitment to creating shared moments of connection through our iconic brands," said Anton Vincent, president of Mars Snacking North America. "We're proud to bring Cheez-It and Pringles to the LA28 Games, giving fans more ways to celebrate every kind of greatness that make the Games so meaningful — from the athletes competing on the world's biggest stage to the fans cheering them on at home and sharing the journey, and snacks, together."
The partnership represents another addition to the commercial program supporting the 2028 Games, which will bring the Summer Olympics to Los Angeles for the third time, following the city's previous hosting duties in 1932 and 1984.
The Olympic Games are scheduled to begin July 14, 2028, with the Paralympic Games opening Aug. 15.
Mars plans to use its portfolio of snack brands to create promotional opportunities and consumer experiences leading up to the Games, connecting everyday activities such as watching sporting events at home with the excitement of Olympic and Paralympic competition.
John Slusher, CEO of U.S. Olympic and Paralympic Properties, said the partnership will help bring the Olympic experience to fans beyond the competition venues.
"Watching the Games is an experience best shared, and nothing brings people together like incredible athletic moments and great snacks," Slusher said. "Partnering with Mars Snacking to bring Cheez-It, Pringles, Club, Town House and Combos to LA28 and Team USA gives fans across the country an authentic, flavorful way to experience American staples."
In addition to its agreement with LA28 and Team USA, Mars announced a separate partnership with NBCUniversal to support the company's multiplatform coverage of the 2028 Olympic and Paralympic Games.
NBCUniversal will serve as the primary American broadcaster of the Games, giving Mars another opportunity to reach audiences through television, streaming and digital platforms.
The partnership will allow the snack brands to connect with viewers following Olympic and Paralympic competition from home, complementing their presence at the Games themselves.
"The Olympic and Paralympic Games create shared experiences unlike anything else in media, bringing audiences together around moments that become part of our collective memory," said Mark Marshall, chairman of global advertising and partnerships at NBCUniversal. "Mars Snacking's iconic portfolio has long been woven into those same moments in homes across America, and we're excited to partner together to celebrate the athletes, stories and defining moments that will make LA28 unforgettable."
The announcement comes as LA28 continues to build its corporate sponsorship portfolio and commercial partnerships ahead of the Games, which are expected to attract athletes, spectators and television audiences from around the world.
For Mars, the agreement provides an opportunity to showcase several of its most recognizable snack brands on one of the world's largest sporting stages while tapping into the national enthusiasm surrounding Team USA.
Specific details about promotional campaigns, product activations and fan experiences will be announced as the Games approach. Financial terms of the partnership were not disclosed.
The agreement adds another major consumer brand to the expanding commercial ecosystem surrounding LA28 as organizers prepare to welcome the Olympics back to Southern California in less than two years.