Major League Soccer and Kellogg’s have announced a multi-year partnership extension which designates Cheez-It and Pringles as the league’s official snacks, and Eggo as the official waffle. As part of the expanded partnership, Kellogg’s will continue to be an official partner of eMLS – MLS’ competitive EA SPORTS FIFA league.
Cheez-It and Pringles will continue to feature national promotions with MLS branding on millions of packages. MLS will be featured in Kellogg’s promotions in both English and Spanish to be inclusive of the league’s multicultural fan base.
“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,” said Jen Cramer, MLS Senior Vice President of Partnership Marketing in Friday's announcement. “We are excited about our partnership extension and look forward to collaborating with Kellogg’s for many years to come.”
Kellogg’s will continue its exclusive team partnerships with seven MLS clubs. As a partner of eMLS – the league’s esports initiative – Kellogg’s will continue to feature Cheez-It and Pringles through product integration throughout the eMLS competitive season. Kellogg’s will also be the presenting partner of the 2021 eMLS Player Profiles, a digital series highlighting competitors’ personal stories.
“Kellogg is delighted to continue our partnership with MLS to bring soccer fans the snacks they love throughout the season,” said Zion Doran, Kellogg Senior Director of North American Promotions. “As MLS viewership and engagement rises in record numbers, our sponsorship gives Kellogg’s and our retail partners a unique opportunity to help the diverse Hispanic, Gen Z and Millennial fanbase celebrate their love for the game — no matter where they’re watching.”