Photos by Ella Manthey
A little chocolate could lead to a big night out in St. Louis.
Bissinger’s Handcrafted Chocolatier and the Musial Awards have teamed for a Golden Ticket promotion that brings together two local legends: Hidden inside three Stan the Man chocolate bars at participating Bissinger’s locations are golden tickets, each redeemable for two VIP tickets to the Musial Awards on Nov. 21 at Stifel Theatre.
The annual awards celebrate the best of sportsmanship, honoring athletes whose acts of kindness, integrity, and character demonstrate the best of the sports world. This year’s event will feature icon Billie Jean King alongside inspiring stories of sportsmanship from around the globe.
For Dan Abel, Bissinger’s Chief Chocolate Officer, the collaboration was a natural fit. “When we were approached to work with the Stan Musial Foundation for the actual Stan the Man bar itself, we thought it was an excellent opportunity,” Abel says. “Connecting with the Musial Awards on the iconic golden ticket in the chocolate bar just seemed like a perfect fit. Stan the Man is an icon in St. Louis. He’s up there with the Arch, toasted ravioli, and Bissinger’s”
The partnership reflects a shared appreciation for the city’s legacy while introducing the chocolatier to new audiences. Although Bissinger’s has long been associated with seasonal celebrations such as Valentine’s Day, Easter, and Christmas, collaborations with local organizations offer another way for customers to experience the brand.
“We always talk about our seasons,” Abel says. “But then, if we can work with a sports organization like the Musial Foundation, people can experience Bissinger’s in a different way, and they may become a customer for life.”
That spirit of collaboration extends to the chocolate bar itself. Created as a tribute to the ballpark experience, the Stan the Man bar combines milk chocolate, caramel, and pretzels, all flavors inspired by classic baseball snacks. “We were thinking of the theme of taking out to the ballgame,” Abel says. “You can get pretzels at the ballpark, and the caramel was kind of inspired by Cracker Jacks.”
The result is a playful combination designed to evoke the familiar treats of a day at the ballpark while showcasing Bissinger’s signature chocolate.
For Abel and his family, the Golden Ticket promotion is also part of a broader effort to bring fresh energy to a longstanding brand. Bissinger’s has been making chocolate for 350 years, with 99 of those years spent in St. Louis. The company is preparing to celebrate its centennial in the region in 2027. Abel says he and his siblings are approaching the business with new ideas and creative partnerships while continuing to serve its longtime customers.
“We want to introduce customers to Bissinger’s in a different light so they can be a part of the brand at a younger age,” Abel says.
Beyond the surprise of discovering a winning ticket, Abel hopes recipients will have the opportunity to attend an evening that showcases inspiring stories from the world of sports and puts St. Louis in the national spotlight.
“Anytime we can put St. Louis on the map in a really positive light is the most important thing,” he says. “When we’re bringing more big talent in from across the country, it’s a good day for St. Louis.”
How to Find a Golden Ticket
Three golden tickets are hidden inside Stan the Man chocolate bars at the following participating Bissinger’s locations:
- Bissinger’s at Plaza Frontenac, 97 S. Lindbergh Blvd., Frontenac
- Bissinger’s at St. Louis Galleria, 1421 St Louis Galleria St., St. Louis
- Bissinger’s Candy Kitchen, 5025 Pattison Ave., St. Louis
Each winning ticket is worth two VIP tickets to the Musial Awards, valued at $300, on Nov. 21 at Stifel Theatre.
