Mondelēz Enlists College Basketball Stars for March Madness Campaign

CHICAGO, Ill. — Just days ahead of Selection Sunday, Mondelēz International has launched its March Madness campaign, featuring several prominent college basketball athletes. The initiative is part of the company’s ongoing partnership with the NCAA, showcasing popular snack brands like RITZ, Chips Ahoy!, and Oreos.

The campaign includes key players such as guards Jackson Shelstad, JuJu Watkins, and Caleb Love, who will participate in a television commercial and promote the brands on social media. Additionally, the roster features forward Aaliyah Edwards and WNBA star Breanna Stewart, with each athlete representing a different brand under the Mondelēz umbrella.

Tanya Berman, Mondelēz Senior Vice President, expressed the company’s enthusiasm about its expanding role in the NCAA. “Mondelēz is a proud and long-time NCAA corporate partner, and this year marks an exciting step forward with the expansion of our portfolio’s presence at the Women’s Final Four,” she stated. “Our expanded partnership is another testament to how our brands continue to show up on gameday snack platters across the country.”

Mondelēz’s presence will be felt at both the men’s Final Four in San Antonio and the women’s Final Four in Tampa, where fans can participate in a Fan Fest for their chance to win a trip to the 2026 Final Four.

Shelstad, who is promoting Chips Ahoy! alongside teammates Kitts and Bethea, shared his experience filming the commercial. “It was my first commercial,” he told On3 via Zoom. “But just learning from everyone that was there on set… It took me some time to get comfortable and show my acting skills, but it was a great experience.”

The partnership also represents a significant move for Shelstad as he navigates the Name, Image, and Likeness (NIL) landscape. With representation from Momentous Sports Partners, he previously signed a deal for custom letterman jackets and gifted one to former Oregon stars Sabrina Ionescu and others. Shelstad noted the importance of timing, as he has long enjoyed Chips Ahoy! cookies. “I’m just really excited about it because I’ve been a fan of Chips Ahoy! since I was really young. I’m really excited for this deal,” he added.

Caleb Love, who has over 412,000 social media followers, also joined Mondelēz’s campaign mainly promoting RITZ brand products. Prioritizing high performance on the court, Love explained, “It’s a blessing because you not only built up a following, but your play, as well, is backing that up… I’ve had so much time to build my so-called resume on social media.”

Love, an alum of the University of North Carolina prior to transferring in 2023, noted the nostalgia of working with RITZ. “RITZ has always been one of my go-to snacks. I’m grateful for the opportunity that presented itself,” he said, highlighting his excitement for a growing partnership in the future.