Kellogg’s has over 80 sponsorship deals while a third of those deals come within the college space including schools as well as bowl games and tournaments. Frosted Flakes deals alone span across more than 15 NCAA properties. Most notably though, Kellogg’s utilizes the Cheez-It brand as the presenting sponsor of a college football bowl game during as well as the Hall of Fame Tip-Off at the beginning of the basketball season.
Across Major Pro Sports, Kellogg’s has a league deal with the MLS which spans across 16 of their 27 teams as seen in the SponsorUnited MLS 2021 Marketing & Partnerships Annual Report. Cheez-It and Pringles are the Official Snacks of the MLS and eMLS and their other brand Eggo, is the Official Waffle. The focus of their partnership with the MLS is to engage with their younger, multicultural audience.
Within all of their sponsorship deals, 64% of their deals include TV-Visible signage including courtside aprons, digital ads on the goal line and exit tunnel signage. TV-Visible signage and Property Entitlements are the largest assets secured in Kellogg’s sponsorship deals.