Kellogg’s steps up support of Major League Soccer

North America’s Major League Soccer has extended its partnership with food manufacturing company Kellogg’s.

The new deal, which was announced yesterday (Tuesday), will run until the end of the 2020 MLS season.

As part of the agreement, the Kellogg’s-owned Cheez-It and Pringles brands will continue as the league’s official snacks. Eggo will also become the official waffle of MLS.

Kellogg’s also becomes a core partner of eMLS, the league’s esports competition in which players compete in EA Sports’ Fifa 19 title.

Cheez-It and Pringles will become Presenting Partners of the eMLS Player Lounge and the presenting partners of the 2019 eMLS Player Profiles, a digital series highlighting competitors’ personal stories.

The partnership also covers digital, video and content brand integration, in-stadium exposure, on-site activation at events, and a new sweepstakes giving fans a chance to win a trip for two to this year’s MLS All-Star Week in Orlando.

Zion Doran, senior director of North American promotions at Kellogg Company, said: “As MLS viewership and engagement rises in record numbers, our sponsorship gives Kellogg’s and our retail partners a unique opportunity to reach the diverse Hispanic, Gen Z and Millennial audiences through their passions – soccer and gaming – with unique experiences.”

MLS first partnered with Kellogg’s ahead of the 2017 season.