Kellogg’s is kicking off its biggest sports sponsorship to date after signing a prestigious seven figure agreement with the Rugby Football League.
Kellogg’s Nutri-Grain will sponsor the 2001/2002 Challenge Cup competition which starts this weekend*.
The prestigious new deal was announced today (Friday, 30 November) at a news conference held at the Marriott Country Hotel in Manchester and is effective immediately. The Kellogg’s Nutri-Grain Challenge Cup Round One matches will be played on Sunday (December 2).
Kellogg’s UK/ROI marketing director Guy Longworth said: ‘This is an excellent opportunity for Kellogg’s Nutri-Grain, the association with rugby league being an ideal fit.
‘The positive health benefits of Kellogg’s Nutri-Grain sit very well with the sport of rugby league. More than ever before, diet is a hugely important factor in the life of the modern day sportsman so this partnership makes total sense.
‘The Challenge Cup is an excellent showcase for our brand and for rugby league and we are looking forward to an exciting season ahead.’
The involvement of Kellogg’s Nutri-Grain was warmly welcomed by RFL Chairman, Sir Rodney Walker, who said: ‘This is a magnificent new name for the Challenge Cup and I am sure that Kellogg’s Nutri-Grain will gain much recognition and benefit from sponsoring a tournament which is known throughout the world.’
The League’s Deputy Chief Executive, Dave Callaghan, who is also Director of Communications added: ‘ We have found a first class partner who will add considerable credence to this jewel in the crown sporting event.’
Kellogg’s is no stranger to Rugby League, having sponsored the World Club Championship event between St Helens and Melbourne Storm in January 2000.
Kellogg’s Nutri-Grain will commit a significant seven figure investment into the sponsorship of the Challenge Cup during 2001 and 2002.
The Kellogg’s Nutri-Grain Challenge Cup Final takes place at Murrayfield on April 27.
For further information please contact:
Kellogg’s Press Office at:
Hill and Knowlton
Fran Colling: 020 7973 4436 / fcolling@hillandknowlton.com
Stephen Bradley: 020 7413 3179/ sbradley@hillandknowlton.com