Kellogg extends Major League Soccer sponsorship into Canada
Kellogg Canada has signed a multi-year sponsorship agreement with Major League Soccer Canada. The agreement makes Kellogg the official snack producer of the league. The company will use the sponsorship to promote brand including Cheez-It, Pringles, Rice Krispies, Pop-Tarts, Eggo and Nutri-Grain, among others. The promotion will include a national joint marketing campaign aimed at soccer fans, including a contest component, in-stadium branding and retail materials. In addition, Kellogg brands will be featured during nationally televised matches on TSN and TVA, as well as on the league’s social media sites. Kellogg has been a sponsor of MLS in the United States since 2017.
“Kellogg Canada is thrilled to be extending our partnership with MLS north of the border,” said Christine Jakovcic, vice-president of marketing and nutrition at Kellogg Canada. “From contesting, to in-game sampling, to a $100,000 financial commitment to local youth soccer programs, and more, we look forward to working in partnership with MLS to bring unique, exclusive experiences to Canadian soccer fans from coast-to-coast in 2020.”