MLS Signs Post Consumer Brands As Exclusive Cereal Sponsor

Post Consumer Brands today officially signed on as the "exclusive cereal sponsor" of MLS, filling an "important open sponsorship category." The deal will see players "appear nationally on cereal boxes in June and July for the first time in more than a decade, with limited-edition boxes spanning the Post cereal portfolio including Honey Bunches of Oats, the Pebbles line of cereals and Honeycomb." Post will receive ribbon-board advertising "during all matches," including national TV broadcasts. The company also "will activate around the league’s major events, such as the All-Star Game and MLS Cup" (SPORTSBUSINESS JOURNAL, 2/26 issue).