Ventures Endurance, part of Gannett’s (NYSE: GCI) USA TODAY NETWORK Ventures, announced today that the Ghirardelli Chocolate Company will serve as the official naming sponsor of the Cocoa Club, a premium VIP experience at the 2025–2026 SKECHERS Hot Chocolate Run Series. The partnership brings together one of America’s most iconic chocolate brands with one of the nation’s most beloved running series, offering participants a sweeter and more elevated race-day experience.
The newly branded Ghirardelli Cocoa Club will feature exclusive amenities designed to delight runners who want more than just the thrill of the race. The highlight of the offering is a taste of Ghirardelli’s recently re-launched Hot Cocoa Mix, which has been reformulated to deliver a richer, creamier, and more indulgent flavor. Available in convenient single-serve packets, the product is crafted with premium ingredients that uphold Ghirardelli’s longstanding tradition of quality.
Exclusive Perks for Ghirardelli Cocoa Club Members
Participants who purchase a spot in the Ghirardelli Cocoa Club will gain access to a curated VIP experience before and after their race. Benefits include:
- Exclusive Tote Bag: A specially designed Ghirardelli Cocoa Club tote, stocked with take-home packets of Ghirardelli Hot Cocoa Mix.
- Merchandise Gift Card: A $35 gift card redeemable online or onsite at store.venturesendurance.com, perfect for race gear or souvenirs.
- VIP Corral Placement: Preferred corral access at the start line, helping participants enjoy a smoother and less crowded race launch.
- Private Cocoa Club Lounge: Access to an upgraded hospitality area, complete with heaters for colder race mornings, dedicated restrooms, sponsor samples, hot breakfast items, and additional dipping treats for Ghirardelli’s rich hot cocoa.
Nate Scott, Vice President and General Manager of Sports & Events at Gannett | USA TODAY Network, expressed excitement about the collaboration:
“We’re thrilled to have Ghirardelli Chocolate Company as a naming sponsor for the race’s VIP Cocoa Club experience. Coming on the heels of the brand’s relaunched Ghirardelli Hot Cocoa Mix, we’re excited to offer runners and guests something truly special—unique perks that elevate the traditional Hot Chocolate Run into an unforgettable, indulgent experience.”
A National Running Tradition
The SKECHERS Hot Chocolate Run has become a staple in the running community, attracting tens of thousands of participants every year. Known for its fun, festive atmosphere, the event caters to athletes of all levels while celebrating the joy of chocolate indulgence at the finish line.
The 2025–2026 season will begin October 5, 2025, in Denver, Colorado, and conclude on April 4, 2026, in Philadelphia, Pennsylvania. Over the course of the season, the series will visit 17 cities nationwide, giving runners across the U.S. an opportunity to join the fun.
Distances offered include 5K, 10K, 15K, and 10-Mile options, as well as a virtual race for those who prefer to participate from home. The virtual format allows runners to experience the signature perks of the Hot Chocolate Run—including chocolate treats—delivered directly to their doorstep.
Registration for the Ghirardelli Cocoa Club upgrade is $60, with limited spots available in each city. Given the popularity of both the race and the Ghirardelli brand, organizers expect strong demand.
Ghirardelli’s Chocolate Legacy
For Ghirardelli, the partnership reflects a return to the company’s roots. Hot cocoa was one of the first products Ghirardelli introduced in the 1850s, shortly after the company was founded. Today, nearly two centuries later, the beverage remains one of its most cherished offerings.
Bobby Oliver, Vice President of Marketing at Ghirardelli Chocolate Company, shared the significance of the collaboration:
“Hot Cocoa was one of Ghirardelli’s first products in the 1850s when the company was established. Today, our Hot Cocoa Mix continues to be one of our most beloved products, and it just got better: richer flavor, creamier texture, and now in convenient single packets. We are excited to partner with the Hot Chocolate Run to give our Ghirardelli Cocoa Club guests a taste of our delicious hot cocoa and make their race A Bite Better™.”
This partnership underscores Ghirardelli’s ongoing commitment to innovation and quality while honoring its history as a pioneer in premium chocolate experiences. By aligning with the Hot Chocolate Run, the company is extending its reach beyond the candy aisle and into lifestyle events that celebrate health, community, and indulgence.
A Sweet Experience for All Runners
The SKECHERS Hot Chocolate Run has grown into more than just a road race—it’s a celebration of community, endurance, and of course, chocolate. Each finisher is rewarded with a signature finisher’s mug filled with rich hot chocolate and chocolate fondue, accompanied by a spread of dippable treats like marshmallows, cookies, and pretzels.
The addition of the Ghirardelli Cocoa Club creates a tiered experience for participants, offering something extra for those who want to make race day truly memorable. Whether it’s warming up with a hot breakfast before the race, enjoying a quiet space away from the crowds, or sampling the new cocoa mix, the club enhances the festive atmosphere that has made the Hot Chocolate Run series so popular.
How to Register
Runners who haven’t signed up yet can add the Ghirardelli Cocoa Club upgrade during the initial registration process. Those already registered can easily log into their EnMotive account and add the Cocoa Club option.
For more details on the SKECHERS Hot Chocolate Run series, including race dates, locations, and registration options, participants can visit the official website at hotchocolate15k.com.
The Bigger Picture
The partnership between Ghirardelli and the SKECHERS Hot Chocolate Run illustrates a broader trend of lifestyle brands aligning with fitness events. By connecting indulgence with activity, these collaborations appeal to consumers who want experiences that balance wellness and enjoyment. For runners, the Ghirardelli Cocoa Club is more than just a race-day upgrade—it’s a chance to savor a piece of history, indulge in premium chocolate, and be part of a community event that celebrates resilience, fun, and flavor.
As the 2025–2026 season approaches, anticipation is already building. With the race’s festive energy, Skechers’ athletic brand backing, and Ghirardelli’s iconic chocolate experience, participants can look forward to one of the most memorable Hot Chocolate Run series yet.
