Major League Baseball, Kellogg Agree to Sponsorship Deal


BATTLE CREEK — Major League Baseball Properties and Kellogg Co. today announced a multi-year agreement designating the cereal- and snack-maker as an official sponsor of Major League Baseball.

As part of the deal, Kellogg  will operate a nationwide sweepstakes featuring MLB branding and club logos on supermarket in-store, point-of-sale displays and more than 27 million specially-marked packages of Kellogg’s products, including Kellogg’s Frosted Flakes, Nutri-Grain Bars, Cheez-It Baked Snack Crackers, Keebler cookies, Rice Krispies Treats bars and more. Consumers will also experience the sponsorship in-market through additional text-to-win platforms and multiple local Club activations.

The “Kellogg’s Triple Play” promotion will launch in-stores this month, offering consumers the opportunity to win tickets to a 2013 World Series game, a 2014 Opening Day game and the 2014 MLB All-Star Game.

“Building the next generation of fans is an important priority for Major League Baseball, so we are pleased to welcome Kellogg Company, and its iconic and popular brands loved by families, as an official MLB sponsor,” said Tim Brosnan, executive vice president, of business for Major League Baseball. “Thanks to Kellogg Company, winning fans will have the opportunity to experience the best that baseball has to offer and see the most talented players in the world at Opening Day, the MLB All-Star Game and the World Series.”

“Teaming up with MLB and the national pastime is a fun way to connect with our consumers across multiple brands,” said Todd Penegor, Kellogg Co. president. “The Triple Play sweepstakes will allow baseball fans the opportunity to enjoy our brands, and have the chance to win some great prizes.”

To enter the Kellogg’s Triple Play sweepstakes, registered members of the Kellogg’s Family Rewards program can input codes found on specially-marked packages of Kellogg products online at Official entries require codes from three separate Kellogg product packages. In addition to the Grand Prize, the promotion, which is operated in partnership with MLB Advanced Media, will award 100 first prizes  of a pair of tickets to a MLB regular season game.