Skittles lands NFL sponsorship

Skittles, the candy brand that recently signed Seattle Seahawks running back Marshawn Lynch to an endorsement deal, is now getting more involved with the NFL.

Officials with the rainbow candy company, which is owned by Mars Inc., announced Tuesday that it now has an official NFL sponsorship.

The deal is an add-on for Mars, which already has a sponsorship through the league with its Snickers partnership.

Matt Montei, senior director of confections and seasonal at Wrigley, a subsidiary of Mars, said the plan is for Skittles to become an "integrated part of the game day experience, both through retail and in-stadium activations." Montei also said that the brand is also working on team sponsorship deals so that Skittles can activate in local areas.

The brand signed a deal with Lynch, its first athlete endorser, in the week leading up to the Super Bowl. Prior to that, Lynch's love for Skittles came free of compensation.

Through its deal with Lynch, Montei said the brand raised more than $23,000 for his charity, The Fam 1st Family Foundation.