Hoop It Up 3on3 Basketball Tournament Announces Beverage Brand Sponsorships Starring HERSHEY’S Milk & Milkshakes

NEW YORK -(BUSINESS WIRE) – Hoop It Up, the world’s largest participatory 3on3 basketball tournament has announced two more sponsors for the 2011 season with HERSHEY®’S Milk & Milkshakes as the title sponsor. HERSHEY’S Milk & Milkshakes will host the official Shot Contest, awards ceremony and sampling in the Athlete’s Village area at all events, including the August finals in Miami, FL

Also on board to quench athlete’s thirsts are Sundance Beverage Corporation’s Rip It Energy Fuels and Everfresh juices.

“We are pleased to have HERSHEY’S Milk & Milkshakes serve as the title sponsor of the Hoop It Up Tour,” said Lynne Bohan, spokesperson for HP Hood LLC, a license partner to The Hershey Company.

“We are lucky to have a recognized partner as HERSHEY’S Milk & Milkshakes helping to bring players off the sideline and into the game” said Dan Cramer, Hoop it Up President. “This adds to our growing lineup of sponsors including VIBE Magazine and others soon to be announced.”

About Hoop It Up

Hoop It Up’s tournaments in over 35 markets include male and female half-court, 3on3basketball competitions along with a wide variety of related activities and entertainment. Hoop It Up’s parent company, Lagardère Unlimited, is a global sports agency specializing in talent representation, event production and management, television and new media production, sales of broadcast rights, content development, and corporate marketing consultation. Registration for Hoop It Up is available at HoopItUp.com.

About HP Hood LLC (licensee of HERSHEY®’S Milk & Milkshakes)

Founded in 1846, today Hood is one of the largest branded dairy operators in the United States. Hood is the number-one dairy brand in New England, and Hood’s portfolio of national and super-regional brands and franchise products includes Hood, Kemps, Crowley Foods, Simply Smart, Heluva Good!, LACTAID®, FiberOne® Lowfat Cottage Cheese, BAILEYS® Coffee Creamers, Blue Diamond Almond Breeze® and HERSHEY®’S Milk & Milkshakes. For information about Hood, visit www.Hood.com. Details at www.HersheysMilkandShakes.com.

About Sundance Beverage Corp.

Sundance Beverage Corp. is highly innovative as a pace-setter in the changing beverage industry, featuring such refreshment products as Rip It energy fuels and Everfresh juices – products geared toward the lifestyle/health-conscious consumer. Details at www.nationalbeverage.com