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Major League Soccer Canada and Kellogg Canada Announce Multi-Year Partnership

February 21, 2020 - Major League Soccer (MLS) News Release

Toronto, Canada - Major League Soccer Canada and Kellogg Canada announced today a multi-year partnership to become the league's official snack. As part of the agreement, beloved Kellogg's® brands including Cheez-It®, Pringles®, Rice Krispies®, Pop-Tarts®, Eggo®, Nutri-Grain® and more, will become an integral part of the gameday experience and feed fans' love for the sport.

The partnership is anchored in a joint, multi-touchpoint 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. "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 wide-ranging partnership will enable Kellogg to bring passionate fans closer to the moments that matter to them most throughout the season, including the MLS All-Star Game 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 Marketing & Nutrition, Kellogg Canada Inc. "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. Recognizing the immense growth of the league and the sport, Kellogg has continued to strengthen its commitment to Major League Soccer, its clubs and its passionate fans. In 2019, a multi-year sponsorship renewal between Kellogg and MLS in the United States was announced, with Kellogg becoming a core partner of eMLS - MLS' competitive EA SPORTS™ FIFA 19 league. Kellogg also has numerous club deals in their portfolio.

For more information on MLS and Kellogg, visit mlssoccer.com and kelloggs.ca.


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