Baseball Moves Into The (Cereal) Bowl Game With Kellogg's Alliance
Wednesday, April 10, 2013 at 09:46AM in Kellogg, MLB, MLB, MLB All-Star Game, sports marketing

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April 9, 2013: Baseball games are mostly played in the afternoon or evening. But MLB is now a member of the "breakfast club."

Kellogg Co. has signed a multi-year agreement naming the cereal- and snack maker an official sponsor of Major League Baseball.

Kellogg will support the alliance with multi-media marketing, consumer activations, social media and branding on more than 27 million specially-marked packages of Kellogg's products. Although not detailed, Kellogg likely will ad TV, print and other traditional marketing to the mix.

Financial terms of the deal were not reveals.

Kellogg said it would launch the alliance with the "Kellogg's Triple Play" promotion, offering consumers the opportunity to win tickets to a 2013 World Series game, a 2014 Opening Day game and the 2014 MLB All-Star Game. The promotion is being touted on packaging, online, through additional text-to-win platforms and multiple activations with MLB teams.

To be eligible to enter, the Kellogg's Triple Play sweepstakes, consumers must first become registered members of the Kellogg's Family Rewards program. (Full details here.)

Among the brands that Kellogg is bringing to the MLB breakfast table are Frosted Flakes, Nutri-Grain Bars, Cheez-It Baked Snack Crackers, Keebler cookies and Rice Krispies Treats.

"Building the next generation of fans is an important priority for Major League Baseball, so we are pleased to welcome Kellogg Company, and its iconic and popular brands loved by families, as an official MLB sponsor," Tim Brosnan, evp-business, for MLB, said in a statement. "Thanks to Kellogg Co., winning fans will have the opportunity to experience the best that Baseball has to offer and see the most talented players in the world at Opening Day, the MLB All-Star Game and the World Series."

According to Todd Penegor, president, U.S. Snack for Kellogg, "Teaming up with MLB and the national pastime is a fun way to connect with our consumers across multiple brands. The Triple Play sweepstakes will allow baseball fans the opportunity to enjoy our brands, and have the chance to win some great prices."

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