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Apr192011

New Deal Makes Kellogg A Multi-Grain Gain For USOC, Olympics Through 2016

April 18, 2011: Kellogg Company has signed a deal that will return the cereal giant as a marketing partner of the United States Olympic Committee.

Financial terms of the deal were not disclosed.

Kellogg becomes a marketing partners for the U.S. Olympic and Paralympic Teams for the 2012 Summer Olympics in London, the 2014 Winter Olympics in Sochi, Russia and the 2016 Summer Games in Rio de Janeiro, Brazil. Kellogg ha also signed to become an official sponsor of 2011 and 2015 U.S. Pan American and Parapan American Teams.

Kellogg had been a marketing partner of the Olympics from 1976-1992 and the U.S. Olympic Teams from 2000-2008.

The USOC has been active this year in signing an extending deals with top tier partners. Last week, Nike, a USOC partner since 2005, extended its alliance with the USOC through the 2016 Olympics, and the USOC recently signed new sponsorship deals with Citigroup and TD Ameritrade.

Other USCO partners include Coca-Cola, Acer, Anheuser-Busch (Budweiser), AT&T, Atos Origin, BMW North America, BP, Dow Chemical, GE, McDonald's, Omega, Panasonic, Procter & Gamble, Samsung and Visa.

USOC sponsors include 24 Hour Fitness, Allstate and United.

"Kellogg Company has a long history with the Olympic Movement dating back to 1976, and we are proud to support the dreams of the next generation of athletes who will represent our country," Brad Davidson, president for Kellogg North America, said in a statement. "As a company, we are committed to helping people make the most of each day's possibilities, whether with a nutritious breakfast or snack or by fueling the passions of a successful Olympic team. We share Americans' enthusiasm for supporting Team USA."

"Kellogg has a long history with the Olympic movement and we are proud to support the dreams of the next generation of athletes who will represent our country."

Kellogg's sponsorship of the USOC includes the following categories: all Kellogg's cereal brands, toaster pastries, frozen waffles/pancakes, fruit flavored snack pieces, cereal bars, cookies and crackers. In addition to financial support, athletes and coaches at the U.S. Olympic Training Centers and additional team venues will enjoy a daily variety of Kellogg's® breakfast foods and other products.

According to Scott Blackmun, CEO for the  USOC, "The USOC looks forward to working with Kellogg to engage people across the country and create excitement for Team USA. This partnership provides America's athletes with valuable support and resources that allow them to focus on achieving their lifelong goal of making our country proud at the Olympic and Paralympic Games."

Citigroup Banks On The Olympics

TD Ameritrade Joins USOC's Partnership Roster

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