Sunday
Jan102010

Kellogg's Racing On The (Break)Fast Track With Nascar, Aflac In 2010

Kellogg's Racing team from 2009, with (left to right) Jimmie Johnson, Jeff Gordon, Mark Martin (who is being replaced by Carl Edwards) and Dale Earnhardt Jr.January 10, 2010: Kellogg has signed a deal with insurance company Aflac, the primary sponsor of Carl Edwards and the No. 99 Aflac Ford Fusion, giving the cereal giant primary sponsorship for two Nascar Sprint Cup races in the 2010 season and an associate sponsor role of the No. 99 car for all other 2010 Sprint Cup Series races. The partnership also gives Kellogg  the option to use Edwards, who races for Roush Fenway, in other activations. Financial terms were not disclosed.

Kellogg, which has been the official breakfast food of Nascar since 1995, adds Edwards to a trio of top drivers under the Team Kellogg banner that in 2009 included Jeff Gordon, Jimmie Johnson and Dale Earnhardt Jr. Kellogg's and Mark Martin ended their one-year alliance after the 2009 season. In 2009, Kellogg's Racing had five wins, seven poles and was second in championship points.

Kellogg's Racing marketing activates with such brands as Frosted Flakes, Pop-Tarts, Cheez-It and Eggo.

"I'm really excited to be partnered up with the Kellogg Company," Edwards said in a statement. "It's a great addition to the Aflac Racing team and we're proud to carry their brands on the No. 99 in 2010. I look forward to being in victory lane with them."

Aflac is also the official supplemental insurance company of Nascar. According to Danny Fleishman, Aflac vp-corporate sponsorships and emerging markets, "We couldn't have picked a more fitting partner than Kellogg Company, an industry-leading organization that clearly shares our enthusiasm for Nascar and our passion for community involvement and corporate philanthropy. We look forward to many successes in sharing one of the most respected and leading Nascar drivers in the sport."

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