SBD/April 18, 2011/Marketing and Sponsorship

Kellogg Signs On As Official USOC Partner Through '16 Games

Kellogg to sponsor
USOC through '16
Two years after abandoning its sponsorship of the USOC, the Kellogg Company is back. The cereal company signed on as the official sponsor of the USOC through the '16 Olympics in Rio de Janeiro. Terms of the deal were not available, but official sponsors historically pay $10-15M over a four year period, which would put a five-year deal in the $12-18M range. Kellogg will have the right to feature the Team USA five-ring logo on cereal brands, toaster pastries, frozen waffles/pancakes, fruit-flavored snack pieces, cereal bars, cookies and crackers. Following the '08 Beijing Games, it coupled its USOC sponsorship with an endorsement of Michael Phelps that put the swimmer on the front of Kellogg's Corn Flakes and Frosted Flakes. Kellogg has a long history with the Olympics that included sponsoring the Games from '76-92 and the U.S. Olympic Team from '00-08. In an e-mail to USOC BOD members about the sponsorship, USOC CMO Lisa Baird wrote, "We are thrilled to welcome them back and look forward to working with them to create excitement for Team USA leading into the next three Olympic and Paralympic Games."
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