Snack brands named official "cracker," "nut" and "cookie" of all 88 NCAA Championships

Kraft Foods' U.S. Snacks business has partnered with the NCAA and CBS Sports to become an Official NCAA Corporate Partner for several of its flagship snack brands, including Planters, Ritz, Oreo and Wheat Thins. The sponsorship will provide promotional and marketing rights for the NCAA and all 88 of its men's and women's championships. Terms of the deal were not disclosed.

As part of the agreement announced today, the brands will be featured as the NCAA's official Cookie, Nut and Cracker partners through in-store promotions and with a major advertising buy on CBS Sports starting in March with the Network's exclusive coverage of the "Road to the Final Four."

"This partnership is a slam dunk for Kraft Foods," said Stephen Chriss, Senior Director, Marketing Alliances at Kraft Foods...