MLS Canada, Kellogg Canada announce wide ranging official snack partnership

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Major League Soccer Canada and Kellogg Canada announced on Friday a multi-year partnership to become the league’s official snack north of the border.

The partnership is anchored in a joint marketing campaign designed to connect MLS fans across Canada with Kellogg’s portfolio of iconic brands. Together, MLS and Kellogg will bring Canadians exclusive opportunities including a series of exciting sweepstakes with premium MLS prizing. Programming will also extend to the in-stadium fan experience and retail locations nationwide.

“We are proud to welcome Kellogg, a company with more than 100 years of history delivering quality products and innovation, as an official partner to MLS Canada,” said Diego Moratorio, MLS Canada’s General Manager, in a statement. “Canada is a vibrant soccer nation with a passionate, multi-cultural and national MLS fanbase. Our dedicated MLS league staff based in Toronto looks forward to working with Kellogg for years to come.”

The partnership will enable Kellogg to bring fans closer to the moments that matter to them throughout the season, including the MLS All-Star Game presented by Target and MLS Cup. Kellogg brands will be prominently featured during nationally televised matches on TSN and TVA, in addition to having a multi-channel approach with brand integrations across social and digital.

“Kellogg Canada is thrilled to be extending our partnership with MLS north of the border,” said Christine Jakovcic, VP of marketing & nutrition of Kellogg Canada Inc said in a statement. “From contesting, to in-game sampling, to a $100,000 financial commitment to local youth soccer programs, and more, we look forward to working in partnership with MLS to bring unique, exclusive experiences to Canadian soccer fans from coast-to-coast in 2020.”

Kellogg has been a dedicated sponsor of MLS in the United States since 2017.