Snickers starts the NFL season in style with special charitable retail initiative

These limited-edition Lucky SNICKERS Bars were stashed deep within the NFL Headquarters, soaking up luck in a room filled with official NFL Honors trophies.

Marking the start of the US National Football League (NFL), Mars brand Snickers have staged a special retail venture for consumers to avoid making rookie mistakes – in not having a lucky item to support their favourite team, writes Neill Barston.

For its latest initiative, the company has launched its Luck Stop, believed to be a first of its kind online dropping items and gear from the sport’s partners throughout the season.

As part of its initial move, there will be a batch of Snickers bars up for grabs, with these limited-edition bars stashed deep within the NFL Headquarters. Fans can visit the special store to be eligible for a chance to purchase a bar kit, with proceeds going to the NFL Foundation – a nonprofit organisation dedicated to improving the lives of those touched by the game of football – from players at all levels to communities across the country.

“Having partnered with the league for nearly twenty years, we’re excited to have another season underway,” said Martin Terwilliger, Senior Director of Marketing, Mars Wrigley. “Building on our current Rookie Mistake of the Year campaign, the Snickers Luck Shop is another fun way we are extending the program and further engaging with our consumers and NFL fans everywhere. We’ve loved curating the online store with our NFL team partners and can’t wait to offer fans the relief of having a lucky item in-hand, while inspiring moments of everyday happiness throughout the season.”

“Through this one-of-a-kind partnership with Mars and the Snickers brand, we are excited about the opportunity to interact with fans in such a unique way and make a difference in the community,” said Alexia Gallagher, Vice President of Philanthropy and Executive Director of the NFL Foundation. “We look forward to creating special moments throughout the season and seeing the impact the funds donated will make to the greater NFL family.”

In a further move, the brand has also released its Snickers Rookie Mistake of the Year sweepstakes, which will once again reward fans who share examples of their own rookie mistakes. Fans can submit rookie mistakes at for a chance to win prizes throughout the NFL season. One lucky fan will be crowned “Snickers Rookie Mistake of the Year” and win two tickets to Super Bowl LVIII, where they will have the opportunity to experience celebrating on the field after the game.



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