THE KELLOGG COMPANY has become a new central sponsor of Major League Baseball (MLB) in a multi-year deal.
Cereal and snack brand Kellogg’s will focus on in-store, point of sale initiatives to promote the sponsorship, as well as other activations at MLB stadiums.
The main promotion will be “Kellogg's Triple Play”, which will offer customers the chance to win tickets to a 2013 World Series game, a 2014 Opening Day game and the 2014 MLB All-Star Game.
Kellogg's Triple Play will launch in stores in America this month.
Signing Kellogg’s represents MLB’s third central commercial deal in 2013.
Major League Baseball signed T-Mobile as an official sponsor in January while MLB Advanced Media (MLBAM) struck a deal with Qualcomm in April to improve wireless connectivity in ballparks.
According to Tim Brosnan, MLB’s executive vice president for business, there are more central sponsorship deals to come.
“We’re always open for business and interested in talking with companies that see the impact partnering with baseball can have on their business,” he told Sports Marketing Frontiers.
“Specific categories we currently have our eye on include consumer electronics, insurance, airline, hotel and home improvement."