US-founded charitable fundraising brand, World’s Finest Chocolate, is making its debut move int sports celebrity endorsement, forging partnerships with LSU football running back Harlem Berry and UCLA wide receiver Leland Smith, writes Neill Barston.  

The Chicago-headquartered organisation, which has raised some $5 billion for school resources, sporting teams and clubs since its inception in 1949, has devised its “Let Them Reign” campaign.

Furthermore, as the chocolate company noted, the initiative has been devised to inspire the next generation, and showcase how selling chocolate can assist in building confidence, communications skills, resilience, and entrepreneurial abilities.

Notably, both American football players in fact sold World’s Finest Chocolate as children to help fund activities that were important to them. Those early fundraising experiences helped shape their journeys while building confidence,
communication skills, teamwork, and determination that continue to serve them today.

In addition to Berry and Smith, the campaign also spotlights young “Reign Makers, ” top World’s Finest Chocolate sellers whose dedication, confidence, and determination showcase the transformative power of fundraising.

Eddie Opler, CEO at World’s Finest Chocolate, expressed hope that the initiative would further its goal of supporting communities.

He commented: “As a third-generation family business, we’re proud of where World’s Finest Chocolate comes from—but we’re just as focused on where fundraising is going,

“The “Let Them Reign” campaign reflects our belief that today’s fundraisers should do more than meet a financial goal. They should help kids build life skills, bring communities together, and create access to the experiences that help young people grow.

Confectionery journeys
As World’s Finest Chocolate relayed, Harlem Berry first sold World’s Finest Chocolate in middle school to help fund his football journey. He participated in the fundraiser alongside his teammates, and the experience became a friendly
competition that encouraged the group to set goals and work toward a shared outcome.

Today, Berry is a running back at LSU, where he has earned SEC Academic Honor Roll recognition and continues to inspire young athletes, including through a youth football camp at his former school.

He enthused: “Fundraising with World’s Finest Chocolate was about more than selling chocolate—it was helping me chase my dream of playing football,

“Every box we sold helped support our team and taught me accountability, teamwork, and confidence along the way. My teammates and I pushed each other because we knew success was something we earned together. Partnering with World’s Finest Chocolate now feels like a full-circle moment, and I hope my journey reminds kids that the effort they put in today
can help open the door to the opportunities they’re dreaming about tomorrow.”

Meanwhile, Leland Smith began selling World’s Finest Chocolate in fourth grade to support his honors choir programme. The Houston native sold chocolate at family gatherings, school events, and even one of his mother’s work meetings, while learning how to connect with others.

“As a kid, selling World’s Finest Chocolate allowed me to participate in Youth Choir, which was such an important way to uplift and bring my community together, ” said Smith.

“Fundraising gave me something even more valuable. It taught me how to communicate with others, set goals, and keep going even when
things weren’t easy. Those experiences built a resilience that stayed with me long after choir and carries onto the football field. Partnering with World’s Finest Chocolate holds a special place in my heart because I get to help today’s students discover what they can achieve through fundraising.

Moreover, “Let Them Reign” also highlights the stories of young “Reign Makers” from across the country, including 14-year-old Bentley, who has sold more than 300 boxes of World’s Finest Chocolate over five years, and 9-year-old Noah, who raised money to attend a school trip to NASA’s Space Center. Like Berry and Smith, these young sellers show how fundraising can help turn personal goals into unforgettable experiences.

The campaign comes as World’s Finest Chocolate continues to evolve its fundraising program for today’s needs. As part of a broader brand refresh, including the company’s first packaging redesign in ten years,
World’s Finest Chocolate has introduced a simplified fundraising model centered around $2 chocolate bars and will launch WFCentral this autumn, a new digital app to help organisers manage campaigns.