BATTLE CREEK, MICH. — The Kellogg Co. is undertaking a significant expansion of its collegiate marketing platform, extending its collegiate multimedia rights partnership with IMG another three years and adding 10 schools to its growing marketing portfolio. As part of the three-year extension, Kellogg and IMG will feature social media, digital, in-store, in-game and radio assets with 25 universities for football as well as basketball utilizing the Cheez-It and Pringles brands.
“We are excited about extending our partnership with IMG to offer even more snacking enjoyment with brands like Pringles and Cheez-It,” said Melissa Pawlowicz, senior director of promotions. “We have been pleased with our involvement in sporting events, such as basketball and football, and are happy to make even more of an impact with sports fans.”
The first two years of Kellogg’s collegiate efforts included the debut of the Celebrity Crunch Classic, a sweepstakes that provided individuals the chance to play in a basketball game alongside athletes and celebrities. This year’s event was held on April 2 in Phoenix and included former National Basketball Association stars Charles Barkley and Magic Johnson.
This fall, Kellogg said it will unveil a “Best Seats in the House” consumer promotion giving fans the opportunity to attend football games at their favorite schools.IMG stages hundreds of live events and branded entertainment experiences annually, and is an independent producer and distributor of sports and entertainment media. IMG also specializes in sports training, league development, and marketing, media and licensing for brands, sports organizations and collegiate institutions.