The food producer had a relationship with the Olympics from 1976-92 and with the USOC from 2000-08, but the company took a step back after the Beijing Games. However, in a deal reported to be worth more than US$10 million over a four-year period, Kellogg has returned as a major sponsor of the USOC through to the 2016 Olympics in Rio de Janeiro.
According to The Associated Press, executives from the top tier of sponsors – which also include Coca-Cola, Anheuser-Busch and Proctor & Gamble – have been invited to gather at the USOC’s headquarters in Colorado Springs later this week to discuss collaborations on marketing projects.
Brad Davidson, president of Kellogg's North American operation, said the company had stepped away from the Olympics briefly because “at the time, we were doing things that better suited our business needs”. He added: “But we're stepping back in for the next six years”.
Davidson continued: “We feel good about the history. There are a lot of blue-chip companies hooked up with the USOC and we look forward to working with those companies and some of those iconic US brands.”
Scott Blackmun, CEO of the USOC, added: “The USOC looks forward to working with Kellogg to engage people across the country and create excitement for Team USA.”
