Newman's Own Inc. has renewed its partnership with the America East Conference as title sponsor of the men's and women's basketball championship, March 3-6, 2011, at the University of Hartford. The company said in a statement that part of its goal is to promote its frozen pizzas to the natural audience of college students through social media, sampling and other efforts.

"Pizza, popcorn and salsa are met with enthusiastic appetites on America East campuses," said Mike Havard, vice president of marketing at Newman's Own. “Younger consumers are key to our continued success and growth, so we look forward to connecting with them again through this terrific alliance."

This marks the second sponsorship of the year for Newman's Own. The Westport, Conn.-based company will again engage championship fans in sponsorship-related arena activities along with the promotion of Newman’s Own Thin & Crispy Crust Frozen pizzas.

Elements of the sponsorship that were a priority to Newman's Own last year will be replicated during the 2011 tournament, including arena signage for Newman's Own Thin & Crispy Crust Frozen pizzas; product awareness and trial; extensive television exposure with a Newman’s Own 30-second commercial, a new avenue in Newman's Own marketing; AEC website presence; social media engagement; and a continued growth in the awareness of the company’s philanthropic mission.

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