Food processing company Post Consumer Brands has agreed a deal with the Confederation of North, Central America and Caribbean Association Football (Concacaf) to sponsor the governing body's Gold Cup national team tournament.
Under the agreement, Post, along with its Honey Bunches of Oats, Honeycomb and Malt-O-Meal cereal brands, will have a presence at this year’s Gold Cup, which will take place in the United States from July 7-26.
As part of the deal, Post will offer limited-edition packaging featuring US national team players Jozy Altidore (pictured), Alejandro Bedoya and Jordan Morris across 20 million cereal boxes this June and July.
Post will also organise a Gold Cup host city experiential sampling tour, which will include game-day activations at many of the tournament’s matches.
Post’s vice-president of marketing, Roxanne Bernstein, said: “Post Consumer Brands continues to prioritise and invest in Hispanic and millennial consumers to drive growth across our portfolio of cereal brands.
“Given the explosive growth of US soccer over the past 25 years, we believe our sponsorship of the 2017 Concacaf Gold Cup is a demonstration of our commitment to not only Hispanic and millennial consumers, but also all family consumers.”
The 2017 Gold Cup will mark the 14th edition of the tournament. Mexico is the defending champion having won the 2015 event, which the US co-hosted with Canada. Post is a first-time partner of the competition.