Three-year extension with IMG College highlighted by addition of football portfolio, 10 new school relationships
BATTLE CREEK, Mich., April 3, 2017 /PRNewswire/ — Kellogg Company today announced a three-year extension of its collegiate multimedia rights partnership with IMG and the addition of 10 schools to its growing marketing portfolio. The agreement between Kellogg Company and IMG now features social media, digital, in-store, in-game and radio assets with 25 universities for football as well as basketball utilizing the Cheez-It® and Pringles® brands.
“We are excited about extending our partnership with IMG to offer even more snacking enjoyment with brands like Pringles and Cheez-It,” said Melissa Pawlowicz, Senior Director, Promotions. “We have been pleased with our involvement in sporting events, such as basketball and football, and are happy to make even more of an impact with sport fans.”
“Kellogg’s is a brand that understands college sports fans’ passion and the power of marketing at the national and university level,” said Andrew Judelson, Executive Vice President Sales and Marketing, IMG College. “We are happy to continue working alongside Kellogg as their collegiate platform evolves in size and scope.”
The first two years of the Kellogg Company’s collegiate efforts included the debut of the Celebrity Crunch Classic, a sweepstakes that provided fans the chance to play in a basketball game alongside athletes and celebrities. Held in Phoenix on Sunday, April 2, this year’s event included basketball legends Charles Barkley and Magic Johnson.
In the fall, the Kellogg Company will unveil the “Best Seats in the House” consumer promotion giving fans the opportunity to attend football games at their favorite schools.
About Kellogg Company
At Kellogg Company (NYSE: K), we strive to make foods people love. This includes our beloved brands –Kellogg’s®, Keebler®, Special K®, Pringles®, Kellogg’s Frosted Flakes®, Pop-Tarts®, Kellogg’s Corn Flakes®, Rice Krispies®, Cheez-It®, Eggo®, Mini-Wheats® and more – that nourish families so they can flourish and thrive. With 2016 sales of $13 billion and more than 1,600 foods, Kellogg is the world’s leading cereal company; second largest producer of crackers and savory snacks; and a leading North American frozen foods company. And we’re a company with a heart and soul, committing to help create 3 billion Better Days by 2025 through our Breakfasts for Better Days global purpose platform. To learn more, visit www.KelloggCompany.com or www.OpenforBreakfast.com and follow us on Twitter @KelloggCompany, YouTube and on our Social K corporate blog.
IMG is a global leader in sports, events, media and fashion, operating in more than 30 countries. The company represents and manages some of the world’s greatest sports figures and fashion icons; stages hundreds of live events and branded entertainment experiences annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in sports training; league development; and marketing, media and licensing for brands, sports organizations and collegiate institutions.
SOURCE Kellogg Company