Harris Blitzer Sports & Entertainment (HBSE), the investment vehicle that owns the NBA’s Philadelphia 76ers and NHL’s New Jersey Devils, and Campbell Soup Company have announced a marketing partnership covering four sports franchises.

As part of the deal, Campbell’s will serve as an official partner to the 76ers (NBA), the Devils (NHL), the Washington Commanders (NFL), the Prudential Center multi-purpose indoor arena in Newark, New Jersey, and the Joe Gibbs Racing team (Nascar).

The company will activate the multi-year partnership through several fan engagement initiatives in prominent sports and entertainment markets.

The partnership was brokered by HBSE’s global partnerships division, led by senior vice president Ben Cobleigh.

Campbell’s president and chief executive, Mark Clouse, said: “This is a truly unique marketing partnership that will enable us to activate our portfolio of leadership brands across some of the most high-profile, storied franchises in sports.”

The deal enhances Campbell’s presence in the sports market after it partnered with Major League Soccer last year.

Through that agreement, the company’s brands became official snack sponsors of the league through 2026.