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SBD/January 24, 2012/Marketing and Sponsorship
Mom Knows Best: Quaker Oats Says Attracting Soccer Moms Key To Deal With MLS Fire
Published January 24, 2012
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WORKING ON ACTIVATION: Quaker’s deal with the Fire is reportedly for $7.5M over three years, and while the company is largely still working on how it will activate around the deal, some components are already set. Toyota Park will feature a “Quaker Corner” seating section where Mueller-Medina said the company intends to allow fans in the area to sample new and current products. Quaker also will become the official breakfast foods and nutritious snacks provider, stocking the team’s clubhouse and providing breakfast and snacks to the players on a daily basis. In addition, Quaker will title sponsor the Chicago Fire Juniors, the team’s youth development program.
OPEN TO MORE SPORTS DEALS: Mueller-Medina said the company is “getting our feet wet” with the Fire deal, though Quaker is open to signing more sports sponsorships. She said, “We really find that this is going to be a great starting point for us.” Quaker is the official hot cereal of the NFL, through its association with parent company PepsiCo, and also serves as the official breakfast foods partner of MLS.