Grape-Nuts Becomes Official Sponsor of USA Cycling
January 4, 2012
USA Cycling has secured Grape-Nuts, a heart healthy cereal made by Post Foods LLC, as an official sponsor of the sport’s national governing body.
Along with supporting the development of America’s next generation of World Champions and Olympic medalists, this partnership allows Grape-Nuts to share its nutritional values firsthand with high-performance athletes and the entire cycling community.
Grape-Nuts will activate its sponsorship through multiple USA Cycling initiatives starting in January and spanning through late October. They will be present at 17 national championship events with activations ranging from sponsor branding on the jerseys of the national champions to sampling of Grape-Nuts cereal for athletes and attendees. Additionally, Grape-Nuts will be featured on the jerseys of the USA Cycling national teams during international competition including the World Championships. In all, Grape-Nuts will brand the jerseys of approximately 2,000 of the nation’s top cyclists, helping support more than 2,500 days of international racing in 2012.
Also, a new Grape-Nuts box will feature their partnership with USA Cycling. The partnership was reached in conjunction with sports marketing and entertainment company Wasserman Media Group, who was retained by USA Cycling to assist in establishing greater sponsorship value and identifying potential partnership opportunities for the national governing body.
USA Cycling President and Chief Executive Officer Steve Johnson, said: “As a company dedicated to providing superior nutritional value, Grape-Nuts is a fitting partner for USA Cycling whose members and participants are devoted to obtaining high quality nourishment. We have planned some exciting programs with Grape-Nuts that will activate their sponsorship, extend the brand of USA Cycling and raise awareness of the entire sport of cycling in the U.S.”
Daniel Liberman, brand manager said, “Grape-Nuts powers active lifestyles through whole grains, fiber and nutrients, and we are excited to partner with such a world-class, active organization as USA Cycling. We are excited to give cyclists and fans of USA Cycling a tasty way to power up for the challenges ahead.”