SBD/November 15, 2011/Marketing and Sponsorship

Kellogg's Sponsorship Deal With USA Gymnastics Includes Post-Olympic Tour

Kellogg Co. and USA Gymnastics yesterday announced a three-year partnership in which Kellogg will become the title sponsor of both the '12 Kellogg’s Tour of Gymnastics Champions, a 40-city national tour featuring Team USA, and the '12 Kellogg’s Pacific Rim Gymnastics Championships. The Kellogg’s Tour of Gymnastics Champions sponsorship includes national media rights, in-market media and promotion, in-arena signage, tickets and hospitality, digital and traditional media initiatives, local market activation and sampling. Kellogg’s sponsorship also includes rights and benefits at USA Gymnastics’ premier events in '12 on Universal Sports and/or NBC Sports, including the AT&T American Cup, Kellogg’s Pacific Rim Championships, Visa Championships and U.S. Olympic Trials. In addition, the two companies will partner on local grassroots initiatives, including sweepstakes, promotions and programs (USA Gymnastics). SPORTSBUSINESS JOURNAL’s Tripp Mickle notes USA Gymnastics and AEG have “secured more than $1 million in sponsorships to support” the post-Olympics tour. Kellogg will serve as the title sponsor of the tour, and Procter & Gamble and Hilton Worldwide “signed as supporting sponsors.” USA Gymnastics partnered with AEG last spring “to create a post-Olympics tour.” It is the “first time the two organizations have worked together, and it will be the first tour that USA Gymnastics has played a role in organizing and promoting” since '04. Most of the facilities the tour will visit “are owned by or affiliated with AEG.” Organizers “hope to attract more than 220,000 people” (SPORTSBUSINESS JOURNAL, 11/14 issue).
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