One of the best-selling chocolate brands in the world, Snickers announces its new squad of ambassadors in Brazil. The team includes skateboarder Rayssa LealOlympic runner-up and two-time SLS Super Crown and X Games champion, as well as other prominent names in Brazilian skateboarding, such as Filipe Mota, Giovanni Vianna and Gabryel Aguilar. This partnership, which will last for the next two years, aims to strengthen the brand’s connection with Generation Z and the skateboarding culture, a sport that generates around R$300 million per year in Brazil and has more than 8.5 million practitioners.
“This partnership represents a significant step in our strategy to authentically connect with skateboarding culture and young audiences. We are excited about this project, which reflects our commitment to the industry and to supporting sports in Brazil. Rayssa Leal is an athlete who goes beyond sports. She represents the country and inspires thousands of people in various parts of the world,” says Denise Door, CMO of Mars Wrigley, the company that owns the Snickers brand.
Bringing the irreverent concept “You are not you when you are hungry”, the brand wants to get even closer to the skateboarding community through a strategic partnership with renowned athletes and young talents. The filled chocolate bar also supports athletes in training and competitions, highlighting skateboarding as a high-performance and fun sport.
In addition to sponsoring athletes, Snickers supports Rayssa Leal’s private skatepark in Imperatriz (MA) and the ‘Skate das Minas’ event, created by Rayssa to reveal female talent in the skateboarding scene. This initiative promotes gender equality and inclusion in the skateboarding community, traditionally dominated by men.
“Being part of this squad “Being able to spend time with friends and having Snickers support me in other projects that are important to me and to other people who dream of competing is incredible. It’s the perfect combination of what I love: friends, skateboarding and chocolate. Snickers is part of my daily life, satisfying my hunger and helping me stay focused on training and competitions,” says Rayssa Leal.
The brand’s strategy also includes sponsoring major skateboarding events, such as Street League Skateboarding (SLS) and Layback. SLS, an elite competition that brings together the best skateboarders in the world, will take place in Brazil in 2024. Layback is a cultural event that combines music, urban art and skateboarding, celebrating the diversity and authenticity of the skateboarding scene.
Today, Snickers is the 6th best-selling Stock Keeping Unit (SKU) in the chocolate category. In Brazil, the brand has been bringing new products throughout the year, including limited edition launches, campaigns and sponsorships, such as the entry into the e-sports universe with the sponsorship of LOUD, a leading organization in e-sports and content for GenZ.
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