The NHL has signed a Canadian sponsorship with Kellogg’s, making Frosted Flakes the official cereal of the league.
Financial terms of the deal were not disclosed.
The NHL has not had a sponsor in the cereal category in nearly a decade. Its last such deal was a U.S. sponsorship with Post Cereals that ended when that company was spun off by Kraft in 2007.
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An online sweepstakes will award Stanley Cup Final tickets.
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To kick off the deal, Kellogg’s is launching a campaign that will run through the remainder of the Stanley Cup playoffs. Spots will run on Canadian TV partner Sportsnet, and Kellogg’s also will be touted through a branded daily highlight video accessible through NHL.com platforms and the league’s Facebook page.
A related online sweepstakes will award tickets to the Stanley Cup Final.
Kyle McMann, the NHL’s group vice president of integrated sales who leads Canadian corporate sales efforts, said the activation for Kellogg’s will fall in line with what
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other sponsors have done in trying to note the heritage of the game. He noted as two examples Kraft, whose Hockeyville program that brings an NHL preseason game to a refurbished local rink has now spread to the United States from Canada, and Molson, which is running a contest for fans to win a replica Stanley Cup ring when purchasing select products.
“With activations like this, we’re showing the market the other ways of partnering with the league,” McMann said. “When you’re able to bring in the NHL at the top of the hockey pyramid and create this priceless moment for a consumer, it really creates great messaging and drives home the activation.”
Kellogg’s officials did not respond for comment about the deal. The creative agency managing the partnership for the company is VML, while Starcom is the Kellogg’s media agency.
Among the company’s other sports sponsorships are deals with MLB, Little League Baseball and the U.S. Olympic Committee, along with team-level deals across sports.
