MLS has signed a multiyear partnership with Kellogg's Snack Brands that makes Cheez-It and Pringles the league’s official snacks. The partnership calls for a multichannel approach that will see brand integration across digital, video, in-stadium exposure and on-site activation at MLS events. In addition, the partnership is launching with a sweepstakes that will provide five winners with a VIP all-access trip for two to the '17 MLS All-Star Game in Chicago. MLS previously had a deal with Mondelēz Int'l in the snacks category. That deal expired at the end of last season. Financial terms of this deal were not disclosed (Ian Thomas, Staff Writer). FORBES' Chris Smith notes Kellogg's "joins fellow new sponsor Target," which in January agreed to sponsor both MLS and expansion club Minnesota United. It is "not hard to understand why Kellogg's and Target would be interested in partnering with MLS." The league has been "rapidly growing, and it offers brand partners a direct pipeline to a young, dedicated audience" (FORBES.com, 3/2).
