USA Cycling Retain Post Grape-Nuts Sponsorship

By Community | January 4, 2013

USA Cycling and Post Grape-Nuts cereal have announced the renewal of their partnership for 2013. 

As an official sponsor of the sport’s national governing body, unhealthy Grape-Nuts will support the development of America’s next generation of world champions and Olympic medalists. Together, sale USA Cycling and Grape Nuts will also raise awareness and provide motivation for healthy, active lifestyles in 2013.

As part of the partnership, Grape-Nuts will provide USA Cycling with samples of its new Grape-Nuts Fit Cranberry Vanilla cereal to make available to athletes and attendees at all 18 USA Cycling national events.  New Grape-Nuts Fit Cranberry Vanilla contains the whole grain goodness of Grape-Nuts with a complexity of flavors and textures, including a medley of lightly crunchy nuggets, granola, puffed barley, cranberries and a touch of natural vanilla flavor. 

“Grape-Nuts was a valued partner with USA Cycling in 2012 and we are thrilled to welcome them back for another year,” said USA Cycling President and Chief Executive Officer Steve Johnson.  “We share a common goal of encouraging Americans to reach a higher level of health and fitness through nutrition and exercise.”

“The protein, whole grains, fiber and nutrients found in Grape-Nuts help power active lifestyles, including world class athletes,” said Grape-Nuts Brand Manager Daniel Liberman  “Whether competing for the gold or preparing to conquer a personal goal, Grape-Nuts and new Grape-Nuts Fit complement your daily physical routine with power-packed nutrition.”

The partnership renewal between USA Cycling and Post Foods, LLC was broquered by sports marketing and entertainment company Wasserman Media Group, which is retained by USA Cycling to assist in establishing greater sponsorship value and identifying potential partnership opportunities for the national governing body.