Kellogg's sponsors Team GB for Rio 2016 Olympics

Kellogg's will sponsor Team GB for the 2016 Olympic Games in Rio de Janeiro, Brazil, next summer.

Tess Daly: the face of Special K when it rebranded earlier this year
Tess Daly: the face of Special K when it rebranded earlier this year

The deal gives the breakfast and snacks giant the right to have Team GB marketing across its brands, including Corn Flakes, Special K, Square and Pringles, from now until the end of 2016.

There are plans to include current and former athletes to support marketing campaigns in the coming months. 

Global advertising for the majority of Kellogg's brands is handled by Leo Burnett, since the company consolidated the accounts into the Publicis Groupe-owned network in 2009.

Grey Worldwide handles advertising for Pringles, which was bought by Kellogg's from Procter & Gamble in 2012, while Carat looks after all Kellogg's media planning and buying in EMEA.

Kellogg's joins Aldi, Müller, DFS and Adidas as the sponsor of Britain’s Olympic Team, which will compete in Brazil from 5 to 21 August.

Bill Sweeney, the chief executive of the British Olympic Association, said: "As an established and leading British household name, Kellogg's is an ideal fit for Team GB and they come on board during an exciting time for our athletes, fans and partners with the Games less than 10 months away.

"Performance next summer in Rio is our priority here at Team GB and the support from Kellogg's will go a long way to ensuring we can take the best prepared team out to Brazil and deliver a memorable Games."

Earlier this year, Special K launched a multi-million rebrand fronted by Tess Daly, the broadcaster and presenter of Strictly Come Dancing.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 The agencies that came top of the class in Campaign's School Reports

Campaign casts a critical eye over the performance of UK agencies after a year of contrasting fortunes to assess who gets full marks and who deserves detention.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More