March 3 – MLS has a new snack partner with Cheez-It and Pringles named the official snacks of Major League Soccer. The Kellogg brands take over from Mondelez, which manufactures Oreo, Trident and Ritz. No figure was announced for the sponsorship.
MLS described the sponsorship as a “multiyear” deal. The Mondelez deal was for two seasons and the new Kellogg sponsorship is likely to be for a similar term as the MLS grows and its commercial properties increase in value.
The 22-team MLS season, which kicks off this month, is now in the third year of a $720 million TV deal with ESPN, Fox and Univision. This is a deal that could become to look remarkably cheap if the MLS continues to break new ground for football audiences in the US, especially with new franchises joining the league.
As part of the new sponsorship partnership, Cheez-It and Pringles are launching the Kick It with The Pros Sweepstakes that will see five fans and their guests selected to win a VIP all-access trip for two to the 2017 MLS All-Star week in Chicago.
The core of the brand marketing will be brand integration across digital, video, content, in-stadium exposure, and on-site activation at key MLS Events.
Kellogg is not new to sports sponsorship in the US but is relatively new to soccer. “Cheez-It and Pringles are storied brands with a shared history of delivering fun and engaging experiences that bring sports fans together,” said Carter Ladd, Vice President of Business Development for MLS.
“We know Cheez-It and Pringles fans love soccer, from playing in the game themselves to cheering on their favorite team and players at home,” said Melissa Pawlowicz, Senior Director of Promotions for Kellogg’s. “We’re thrilled to be partnering with MLS to bring soccer fanatics of all ages exclusive and unique experiences throughout the season.”
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