Kellogg’s have become the second brand to sign up as official sponsors of Team Ireland for the Olympic Games in Rio this summer.
The partnership will run through to the end of this year and focus on the stories of athletes and the importance of #GreatStarts in their preparation and performance.
Electric Ireland were unveiled as the Olympic Team’s main commercial partner in October of last year and will also be focusing on athletes and how they can engage in #SmarterLiving.
Olympic gold medallist, Katie Taylor is to be the Kellogg’s Team Ireland athlete ambassador for the Games.
She will appear on special Kellogg’s packs as part of a number of on pack promotions running during the games, including an instant win competition to win a day with Taylor herself.
Kellogg’s will also be giving consumers the opportunity to win tickets to the Rio 2016 Olympics in the build up to the games.
The brands thought likely to be included as part of the promotion include Corn Flakes, Special K, Squares and Pringles. The latter two in particular are less likely to feature on the nutrition sheets of many of the athletes which will likely draw the ire of campaigners who insist that the promotion of sugary foods through athlete endorsement sends the wrong message.
It is though a deal which will expand awareness of the athletes at a key time in their careers through heavyweight promotion and appearance on supermarket shelves.
Food retail is among the most competitive areas and it is good for sport that Kellogg’s can now be listed alongside brands such as Lidl, Supervalu, Centra and Gala that are all committed to sporting support through 2016 and beyond.
“We are proud to be an official partner of Team Ireland and it’s a winning fit for us as we look to create excitement for retailers and shoppers across our cereal and snacks brands ahead of and during Rio 2016,” said Kellogg’s Managing Director in Ireland Jim McNeill.
“We are so excited to have Katie Taylor on the Kellogg’s team – she is the ultimate champion of Great Starts – and such an inspiring Irish role model.”
“It’s fantastic that Kellogg’s are supporting Team Ireland in the Rio Olympics 2016,” added Taylor herself who now lists Kellogg’s alongside Bank of Ireland, Sky, Aramark, Toyota and others in her personal portfolio of sponsors ahead of her bid to add a second Olympic gold to her spectacular haul of European and World titles.
“Since the beginning of my career, I have been lucky enough to have a brilliant team around me to help me get my great start.”
“Kellogg’s involvement with Team Ireland will hopefully be pivotal in helping more young athletes get the great starts they deserve in Rio.”
“We are delighted to welcome Kellogg’s on board as a Team Ireland sponsor,” said Pat Hickey, President of the Olympic Council of Ireland.
“Athletes believe, as we do, that the power of breakfast is crucial to a great start to the day and that from great starts come great things. That’s one of the messages we will help to deliver as Team Ireland.”
Kellogg’s has a long involvement in sports sponsorship in Ireland having been involved to great effect in the GAA’s cal camps that last summer saw 100,000 children take part.
The brand in Britain has signed a similar deal to Team Ireland’s with Team GB which is likely to mean more creative resource being pushed towards the campaign, albeit under a local banner here in Ireland.
