The iconic candy scores a new role in the Grey Cup Playoffs.

TORONTO, Oct. 26, 2026 /CNW/ -- Twizzlers Candy is teaming up with the Canadian Football League (CFL) to bring its Keep the Fun Going platform to Canada's biggest football stage. As the Official Partner of the Grey Cup Playoffs, TWIZZLERS will show up across all five postseason games, including Canada's largest annual single-day sporting event, the Grey Cup championship, with sideline branding, sampling and fan experiences designed to "Keep the Fun Going" throughout game-day.

Fans in the stands and those watching at home will spot TWIZZLERS on both teams' sidelines, where benches, towels and coolers will sport a playful new look.

Beyond the field, there will be plenty of opportunities for fans to join in the game-day fun. At select playoff games, brand ambassadors will hand out TWIZZLERS samples as fans leave the stadium. At the Grey Cup Tailgate, a branded pregame experience will invite fans to enjoy TWIZZLERS ahead of kickoff. Inside the stadium, interactive video board programming will bring fans into the action.

"TWIZZLERS is all about keeping the fun going in the moments people enjoy together," said Lisa Bulfon, Marketing Manager at Hershey Canada. "The CFL postseason gives us an exciting new way to bring that idea to life - from the sidelines to the stands and at home. We're excited to be part of the playoff experience and celebrate alongside fans all the way through Grey Cup."

Fans watching at home will also catch TWIZZLERS commercials during TSN broadcasts of all five postseason games, including the Grey Cup championship. At participating retailers, "MVP of the Snack Table" displays will encourage fans to stock up on TWIZZLERS for their own game-day gatherings.

"TWIZZLERS and the CFL are the perfect pairing for fun and entertainment. Our partnership opens the door to new and exciting experiences for fans on game-day, and we can't wait for them to take-in all the action of the postseason, with the iconic red of TWIZZLERS in-hand, as we make our way to the Grey Cup!" said CFL Chief Revenue Officer, Tyler Keenan.

From the sidelines to the stands, TWIZZLERS is ready to Keep the Fun Going all postseason long.

About Hershey Canada Inc. 
Hershey Canada Inc. is a wholly-owned subsidiary of The Hershey Company (NYSE: HSY) and distributes and sells leading confectionery, snack, refreshment and grocery products across Canada. Top brands include: REESE'S, HERSHEY'S, TWIZZLERS, OH HENRY!, JOLLY RANCHER and CHIPITS. To learn more visit Hersheyland.ca 

About the CFL
The Canadian Football League is committed to delivering world-class competition and entertainment. Built on more than a century of history and tradition, the nation's leader in professional football prioritizes on-field action, technological innovation and elevated fan experience to grow the game and inspire fans across the country and around the world. Each season culminates in the Grey Cup, Canada's largest annual single-day sporting event. Off the field, the league champions meaningful community engagement to support and strengthen the nation. For the latest news, scores, league information and more, visit CFL.ca or download the Official App of the CFL (iOS|Android).

SOURCE Hershey Canada