World's Finest Chocolate launches first NIL partnerships

World's Finest Chocolate has launched its first Name, Image, and Likeness (NIL) partnerships as part of a new marketing initiative titled “Let Them Reign”. The company has signed LSU running back Harlem Berry and UCLA wide receiver Leland Smith to the campaign.

The initiative aims to highlight how youth fundraising can foster essential life skills such as resilience, communication, and entrepreneurial thinking. Both athletes noted their personal history with the brand; Berry sold the chocolate in middle school to fund his football activities, while Smith used fundraisers in fourth grade to support his honors choir program.

CEO Eddie Opler stated that the campaign reflects the company's belief that fundraising should go beyond financial goals to help build community and provide access to growth experiences for young people. The campaign will also feature “Reign Makers,” which are top-performing young sellers across the country.