December 19 – Manchester City has agreed a multi-year partnership with Kellogg’s that will see the cereal brand become theClub’s Official Breakfast Cereals partner for both the men’s and women’s first teams.
Kellogg’s, owned by US food and snack giant Kellanova, has its UK basse in Manchester. It will activate the sponsorship through advertising at the Etihad Stadium and Joie Stadium, matchday-activations and across the club’s digital channels.
Kaitlyn Beale Vice-President, Global Partnership Sales at City Football Group, said: “To partner with a renowned brand like Kellogg’s is a great accolade for the club. Like Manchester City, Kellogg’s are an organisation intertwined withManchester’s culture and history and we’re excited to work together to positively impact the communities that we share.”
No value was given for the deal.
Kellanova has, through its brands that include Pringles and Pop Tarts, has run a campaign titled ‘Better Days’ for sustainable and equitable access to food. The company said that “by addressing the intersection of hunger, sustainability, wellbeing,and equity, diversity & inclusion, (it aims to) create Better Days for 4 billion people by the end of 2030.”
It said it will work with Man City to “together to encourage positive change within communities in the local area andbeyond”.
Chris Silcock, Managing Director Kellanova UK, said: “It’s been a great privilege for our Kellogg’s brand to have been part of Manchester life for over 85 years, so it’s only right to partner with another iconic Manchester institution. Thiscollaboration with Manchester City Football Club will further our Better Days commitment, supporting communities in thecity in which we’ve been making our Kellogg’s cereals for many decades.”
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