The second-tier English Football League (EFL) soccer structure in the UK has struck a major five-year commercial deal with cereal brand Kellogg’s.

The company’s various brands, including Corn Flakes, Rice Krispies, and Coco Pops, will have a presence across the three EFL divisions – the Championship, League One, and League Two – until the end of 2027-28.

They will also be present across the five showpiece final matches each season across the EFL’s competitions during that time.

In addition, Kellogg’s will become an official partner of the charitable EFL Trust arm.

Ben Wright, chief commercial officer at the EFL, said: “The EFL is excited to be joining forces with a trusted global brand in Kellogg’s and we look forward to the impact that this partnership will deliver over the coming years, with the backing of a household name.”

In terms of other top-tier EFL commercial sponsors, Sky Bet is the body’s title partner in a deal running through 2028-29, with other key tie-ups including agreements with brands including Carabao, Electronic Arts, Puma, and eBay.

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In May, the 72 EFL clubs unanimously voted to accept a record $1.2 billion, five-year deal through which pay-TV broadcaster Sky will retain domestic media rights to the three leagues for the next cycle from 2024-25 to 2028-29.

That deal is a 50% increase on the league’s current deal with Sky, which expires at the end of next season and will see more than 1,000 matches broadcast per year over the course of the agreement.

Chris Silcock, UK managing director of Kellogg’s, added: “It’s been our great privilege to be part of British life for more than one hundred years, so it’s only right we should be joining up with another iconic institution like the EFL. Both Kellogg’s and the EFL are brands at the heart of communities up and down the country and this is the start of a great partnership.”