Kellogg Canada announces partnership with Major League Soccer Canada
By Food in CanadaFood In Canada Business Operations Specialty Foods Kellogg Canada Major League Soccer Canada
As part of the agreement, Kellogg’s® brands, including Cheez-It®, Pringles®, Rice Krispies®, Pop-Tarts®, Eggo®, Nutri-Grain® and more, will become an integral part of the game-day experience.
The partnership is anchored in a joint, multi-touchpoint marketing campaign designed to connect MLS fans across Canada with Kellogg’s portfolio of brands.
Together, MLS and Kellogg will bring Canadians exclusive opportunities, including a series of exciting sweepstakes with premium MLS prizing. Programming will also extend to the in-stadium fan experience and retail locations nationwide.
“We are proud to welcome Kellogg, a company with more than 100 years of history delivering quality products and innovation, as an official partner to MLS Canada,” said Diego Moratorio, MLS Canada’s general manager. “Canada is a vibrant soccer nation with a passionate, multi-cultural and national MLS fanbase. Our dedicated MLS league staff based in Toronto looks forward to working with Kellogg for years to come.”
The wide-ranging partnership will enable Kellogg to bring passionate fans closer to the moments that matter to them most throughout the season, including the MLS All-Star Game and MLS Cup.
Kellogg brands will be prominently featured during nationally televised matches on TSN and TVA, in addition to having a multi-channel approach with brand integrations across social and digital.
“Kellogg Canada is thrilled to be extending our partnership with MLS north of the border,” said Christine Jakovcic, VP marketing & nutrition, Kellogg Canada Inc. “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.”
Kellogg has been a dedicated sponsor of MLS in the United States since 2017. Recognizing the immense growth of the league and the sport, Kellogg has continued to strengthen its commitment to MLS, its clubs and its passionate fans.
In 2019, a multi-year sponsorship renewal between Kellogg and MLS in the U.S. was announced, with Kellogg becoming a core partner of eMLS – MLS’ competitive EA SPORTS™ FIFA 19 league. Kellogg also has numerous club deals in their portfolio.
MLS features 26 clubs throughout the U.S and Canada. Kelloggs
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