Jelly Belly Sweetens Sponsorship Deal

The Jelly Belly Candy Company announced this week the extension of its contract to sponsor the Jelly Belly Pro Cycling Team. The three year extension includes an undisclosed increase to coincide with the launch of the company's line of Sport Beans.TM

"The growing interest in professional cycling coupled with our company’s commitment to the active lifestyle of today’s consumers made this sponsorship very attractive," said Jelly Belly President Bob Simpson. "With the launch of Sport BeansTM underway, we believe expanded synergistic opportunities with a professional cycling team of this caliber offer a very exciting marketing program. The riders and team staff have been some of our strongest brand ambassadors."

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