Manchester City, champions of English soccer’s top-tier Premier League, have unveiled the Kellogg’s cereal brand, sometimes now known as Kellanova, its owning company, as a new commercial partner.
Kellogg’s has become the Manchester club’s official breakfast cereals partner, with a multi-year deal covering both the men’s and women’s teams.
Kellogg’s products, the club has said, will be available to Man City fans attending both the men’s Etihad and women’s Joie home stadiums on matchdays. There will be matchday activations and in-stadia advertising, as well as content across digital club channels.
Kaitlyn Beale, City Football Group’s vice president of global partnership sales, has stated: “To partner with a renowned brand like Kellogg's is a great accolade for the club. Like Manchester City, Kellogg’s are an organization intertwined with Manchester’s culture and history and we’re excited to work together to positively impact the communities that we share.”
Chris Silcock, managing director at Kellanova UK, added: "This collaboration with Manchester City Football Club will further our Better Days commitment, supporting communities in the city in which we’ve been making our Kellogg’s cereals for many decades.”
In late November, Kellanova extended its marketing partnership in Europe with North American top-tier basketball’s NBA.
Under the multi-year renewal, the international food company will support 89 Jr. NBA leagues and will also be the presenting partner of the Jr. NBA European Finals, which will take place in June 2024 in Valencia, Spain.
In terms of English soccer, Kellogg’s struck a major deal with the second-tier English Football League (EFL) in late September.
Man City, meanwhile, have recently seen their chief commercial officer, Esteve Calzada, join Al Hilal, leaders of the Saudi Pro League (SPL) soccer competition, as that club’s new chief executive.
Calzada has worked as Manchester City’s chief commercial officer for just over four years and will take up his new role at the helm of Saudi Arabia’s most successful soccer club in January.
Mid-November saw Man City announce a second consecutive year of record-breaking revenues and profits following a treble-winning 2022-23 season.