Cereal foods manufacturer Kellogg’s has agreed a deal with the British Olympic Association to become an official partner of Team GB.
The agreement becomes effective immediately and will see Kellogg’s provide its backing to Team GB in the build up to, and during, next summer’s Olympic Games in Rio de Janeiro, Brazil.
Kellogg’s will be granted marketing rights to use the Team GB logo across its brands, which include Kellogg’s Cornflakes, Special K, Squares and Pringles, until the end of 2016.
The company will launch a year-long marketing and activation programme and plans to name current and former British athletes as team ambassadors.
The two parties will also team up on ticket giveaways and on-pack promotions as part of the agreement.
Bill Sweeney, BOA chief executive, said: “As an established and leading British household name, Kellogg’s is an ideal fit for Team GB and they come on board during an exciting time for athletes, fans and partners with the Games less than 10 months away.”