Major League Soccer and Kellogg’s will be continuing their partnership for the foreseeable future. The pair announced a multi-year extension on December 4th which will see Cheez-It and Pringles continue to be the league’s official snacks, while Eggo retains the title as the league’s official waffle.
INBOX: Major League Soccer and Kellogg’s announced today a multi-year partnership extension which designates Cheez-It and Pringles as the league’s official snacks, and Eggo as the official waffle.
— Bob Williams (@WilliamsBob75) December 4, 2020
“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,” Jen Cramer, MLS Senior Vice President of Partnership Marketing told MLS.com.
“We are excited about our partnership extension and look forward to collaborating with Kellogg’s for many years to come.”
- National promotions featuring MLS branding on Pringles and Cheez-It products
- Individual deals with seven MLS teams
- Product integration throughout the eMLS season
Kellogg’s had planned for a sweepstakes competition for this year’s MLS All-Star game before it was canceled due to COVID. The company had done a similar contest back in 2017 and may be something they look to do in the future as they continue to make an impression on the American soccer audience.
MLS and Kellogg’s relationship began back in 2017 when Cheez-It and Pringles were first designated the official snacks of the league. The partnership was reaffirmed again in 2019, which included Kellogg’s becoming one of eMLS’s core partners.
“Kellogg’s has been really progressive in their thinking about how to access the fans, and we landed on the idea of being a big part of the player experience,” James Ruth, MLS senior director of properties, told the Esport Observer after their initial deal in 2019
Kellogg’s will continue their partnership with eMLS in the new deal, as well.
As Esports continue to climb in popularity, brands are taking notice and seeing the value in investing their time and money. Kellogg’s brand Pringles had the fourth highest monetary value generated from the eMLS League Series One event held in January.
Kellogg’s footprint in MLS doesn’t stop there either. Back in February of this year, Kellogg’s Canada and Major League Soccer Canada also announced a multi-year partnership.