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Kellogg's Signs Gabby Douglas Following Gold Medal Performance
Published August 3, 2012
Kellogg’s signed an endorsement deal with gymnast Gabby Douglas, becoming the second company to sign the all-around Gold Medal-winning teen. The company plans to feature Douglas on special-edition boxes of Kellogg’s Corn Flakes this fall. Douglas was virtually unknown to sponsors at the start of '12, as she did not sign her first deal with P&G until after she won the all-around competition at the U.S. Olympic Trials. Kellogg’s is a USOC and USA Gymnastics sponsor, as well as the title sponsor of the post-Olympics tour featuring the men’s and women’s gymnastics team. The tour will visit nearly 50 cities in the weeks after the Games (Tripp Mickle, SportsBusiness Journal).
Douglas appeared live on NBC’s “Today” this morning, with NBC’s Savannah Guthrie saying at the opening of the broadcast, “I think I joined millions of Americans standing in front of my television set last night three inches from the screen waiting for Gabby Douglas’ final score.” Douglas sat down with Guthrie and said, “It’s so meaningful to be the first African-American to win the all-around Gold Medal in the individual. Making the history books is definitely one of the perks and it just feels amazing” (“Today,” NBC, 8/3).