Kellogg Restore Ties with USOC in USD10m Deal

A US$10m deal has been agreed by the United States Olympic Committee (USOC) with Kellogg, less than three years after the company ended its association because of the economic downturn.

Kellogg has restored its ties with the Olympics having previously sponsored the Games from 1976 until 1992 and the USOC between 2000 and 2008, ending it after the Beijing Games.

The new deal will now run until at least the 2016 Olympics in Rio de Janeiro and Brad Davidson, the President of Kellogg North America, stated: “Kellogg Company has a long history with the Olympic Movement dating back to 1976, and we are proud to support the dreams of the next generation of athletes who will represent our country.

“As a company, we are committed to helping people make the most of each day’s possibilities, whether with a nutritious breakfast or snack or by fueling the passions of a successful Olympic team.

“We share Americans’ enthusiasm for supporting Team USA.”

Kellogg Company’s sponsorship of the USOC includes cereal brands, toaster pastries, frozen waffles/pancakes, fruit flavored snack pieces, cereal bars, cookies and crackers.

In addition to financial support, athletes and coaches at the US Olympic Training Centres and additional team venues will enjoy a daily variety of Kellogg’s breakfast foods and other products.

Scott Blackmun, the chief executive of the USOC, added: “The USOC looks forward to working with Kellogg to engage people across the country and create excitement for Team USA.

“This partnership provides America’s athletes with valuable support and resources that allow them to focus on achieving their lifelong goal of making our country proud at the Olympic and Paralympic Games.”