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MLS and Kellogg's announce multi-year partnership extension

Major League Soccer (MLS) has announced a multi-year partnership extension with food manufacturer Kellogg’s.

The new deal sees Cheez-It and Pringles become the league’s official snacks and Eggo as the official waffle. Additionally, Kellogg’s will continue to be an official partner of the eMLS, the MLS’ competitive EA Sports FIFA League.

The MLS will be featured in Kellogg’s promotions in both English and Spanish to promote the league’s multicultural fan base. Cheez-It and Pringles will still feature in national promotions with MLS branding on packaging.

“Major League Soccer’s partnership with Kellogg’s has allowed us to engage our fans and players with unique activations while allowing them to sample this iconic brand,” said Jen Cramer, MLS Senior Vice President of Partnership Marketing.

“We are excited about our partnership extension and look forward to collaborating with Kellogg’s for many years to come.”

Kellogg’s will continue with its exclusive partnerships with seven MLS clubs and as part of its partnership with the eMLS, Cheez-It and Pringles will feature as product integration throughout the season.

The US based company will also become the presenting partner of the 2021 eMLS Player Profiles, a digital series highlighting competitors’ personal stories.

Zion Doran, Kellogg’s senior director of North American promotions said: “Kellogg is delighted to continue our partnership with MLS to bring soccer fans the snacks they love throughout the season.

“As MLS viewership and engagement rises in record numbers, our sponsorship gives Kellogg’s and our retail partners a unique opportunity to help the diverse Hispanic, Gen Z and Millennial fanbase celebrate their love for the game — no matter where they’re watching.”

Author: Jake Wilkin