Cereal company Post Consumer Brands has agreed a sponsorship deal with North America’s Major League Soccer.
The multi-year deal names Post as the exclusive cereal sponsor of MLS and has been signed ahead of the start of the 2018 season on Saturday.
Post will benefit from exposure at more than 370 MLS matches, as well as promotion during television broadcasts of the league.
The partnership will be promoted at select retailers throughout June and July, with limited-edition cereal boxes of Post brands such as Honey Bunches of Oats, Pebbles and Honey Comb to be sold.
“Soccer is the fastest growing sport in the country, including more than 18 million registered youth players in the US,” Roxanne Bernstein, Post’s chief marketing officer, said. “Partnering with Major League Soccer is a meaningful way for us to connect with these fans, including Hispanic families and younger millennials, and we look forward to evolving the program with MLS over time.”
Jennifer Cramer, vice-president of partnership marketing for MLS, added: “Post Consumer Brands will allow us to connect with our fans in substantial ways, starting with the beginning of each day at the breakfast table. This sponsorship gives fans real value – with not only what’s in store, with so many great tasting cereal brands, but the chance to engage with the game on a deeper level.”