MLS, Kellogg's Reach Multiyear Extension On Sponsorship Deal

Cheez-It and Pringles will remain MLS' official snacks while Eggo will continue to be the official waffleGETTY IMAGES

MLS and Kellogg’s have reached a multiyear extension of their current sponsorship deal. Financial terms were not disclosed. The announcement marks an early renewal from a prior three-year extension and expanded sponsorship in early ‘19. The tie-up between the two parties first began in ‘17. Cheez-It and Pringles will remain the league’s official snacks while Eggo will continue to be the official waffle. Kellogg’s will also remain a sponsor of eMLS. The deal, which will still include seven exclusive team deals, will feature in-stadium branding exposure as well as creative tie-ins with eMLS and product integrations, among other components. MLS negotiated directly with Kellogg’s on the renewal. MLS Senior VP/Partnership Marketing Jen Cramer led talks for the league while Kellogg Senior Dir of North American Promotions Zion Doran spearheaded discussions for the company.