Mondelēz International is turning up the heat this March Madness! With a roster of NCAA athletes, a buzzy new TV spot, and exclusive fan giveaways, the snack giant behind OREO, RITZ, CHIPS AHOY!, and TRISCUIT is making sure game day is packed with flavor and fun. Whether you’re watching from the stands or your couch, Mondelēz is making sure your snack game is as strong as your bracket picks!
Game plan
- Star-Studded TV Spot: USC’s Juju Watkins and Oregon’s Jackson Shelstad headline a 30-second ad starting March 13, bringing excitement and energy to screens nationwide.
- Athlete Lineup: Nine NCAA stars are teaming up with Mondelēz brands, sharing exclusive content and behind-the-scenes tournament hype on social media.
- Win Big: The “Win Time Outz” microsite offers daily sweepstakes, virtual games, and a shot at a VIP trip to the 2026 NCAA Final Four.
- Fan Fest Action: In-person activations at the Men’s Final Four in San Antonio and Women’s Final Four in Tampa, featuring snack samples, interactive experiences, and giveaways.
Meet the dream team!
Mondelēz has drafted an all-star squad to represent its most beloved snack brands:
- RITZ: Caleb Love (University of Arizona), Juju Watkins (USC)
- OREO: Brandon Dwyer (Florida Gulf Coast University), Flau’jae Johnson (LSU)
- CHIPS AHOY!: Jackson Shelstad (Oregon), Chloe Kitts (South Carolina), Jalil Bethea (Miami)
- WHEAT THINS & TRISCUIT: Breanna Stewart (NY Liberty, UConn alum), RJ Davis (UNC)
These athletes will be sharing exclusive content, showing off their skills, and bringing their A-game to social media to keep fans engaged throughout the tournament.
Slam dunk snacking
- Snack Meets Sports: March Madness is one of the biggest sporting events of the year, and Mondelēz is seizing the moment to bring its iconic snacks courtside. By teaming up with star athletes, they’re ensuring their brands stay front and center during every buzzer-beater and bracket-breaking moment.
- More Love for Women’s Sports: With activations at the Women’s Final Four and partnerships with standout female athletes, Mondelēz is tapping into the rising popularity and commercial success of women’s sports.
- Digital + Real-World Fun: This campaign goes beyond traditional advertising. Sweepstakes, virtual games, social content, and in-person experiences create a 360-degree marketing approach that engages fans in multiple ways.
- Big Prizes for Fans: By visiting the “Win Time Outz” microsite, fans can enter daily sweepstakes to score big, from a VIP Final Four experience to personalized messages from NCAA athletes, autographed merch, gift cards, and more!
Other March Madness News
While Mondelēz is dominating the pantry with its “Full Court Press” on snack-sized staples, the “home-gating” economy is equally driven by high-volume, value-oriented meal solutions. This synergy between CPG snacking and the QSR sector is best illustrated by the Atomic Wings $16.99 March Madness deal, which offers 20 boneless wings and fries specifically designed for tournament viewing groups. For Mondelēz, these physical dining occasions represent a prime opportunity for “cross-category” consumption; where Atomic Wings provides the main protein, Mondelēz’s Ritz and Wheat Thins provide the essential “dip-vehicle” for the tournament spread. For the broader industry, the 2026 tournament proves that success is no longer about winning a single aisle, but about owning the entire “Watch Party” table through strategic pricing and high-velocity promotions.
Mondelēz’s athlete strategy extends well beyond the tournament floor. In March 2026, the company moved to expand the CLIF brand’s retail-ready footprint with two new product launches: CLIF Energy Bites and a limited-edition Chocolate Berry energy bar, both built on organic, non-GMO oats and plant-based protein. The Chocolate Berry bar ties directly to CLIF’s own athlete-facing “Run the World” campaign, reinforcing that Mondelēz is applying the same sports-and-brand playbook it runs at the March Madness scale across its performance nutrition portfolio as well.
While dominating the college basketball landscape during March Madness is a critical Q1 play for securing retail floor space, Mondelēz is proving that its 2026 sports marketing playbook is a year-round, rolling offensive. Rather than pulling back after the tournament nets are cut down, the snacking giant is immediately pivoting its massive cross-category footprint toward the next major cultural moment. Capitalizing on the hype of the upcoming North American men’s tournament, the company recently announced an explosive multi-brand “Summer of Soccer” campaign, highlighted by three globally inspired Chips Ahoy! flavor drops. For CPG strategists and grocery merchandisers, comparing these two consecutive, blockbuster campaigns demonstrates how Mondelēz seamlessly transitions its marketing momentum from one sporting season to the next, ensuring uninterrupted endcap dominance from spring through late summer.
The power of athlete partnerships
Athlete endorsements are a winning strategy, and Mondelēz is capitalizing on the influence of NCAA stars to build brand affinity. With millions of college basketball fans following these athletes, their association with beloved snack brands helps drive engagement and purchase intent. By integrating players into social media campaigns and in-person activations, Mondelēz is ensuring that fans see their favorite snacks in the hands of their favorite athletes—whether on the court or in the snack aisle.
Sports and taste
Mondelēz isn’t just making noise during March Madness—it’s building a long-term presence in the sports world. From its first-ever Super Bowl ad with RITZ to its partnership with Inter Miami CF, the company is showing that snacks and sports are the ultimate dynamic duo. Expect to see more innovative marketing and game-time snacking experiences in the future.
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