March 9 – CONCACAF has signed Post Consumer Brands as an official sponsor of the 2017 Gold Cup to be played in the US this June. No figure has been announced for the one-tournament only deal.
Post Consumer Brands is a first-time CONCACAF sponsor. Its cereal brands Honey Bunches of Oats, Honeycomb and Malt-O-Meal will lead the activation at the tournament that will be played in 13 cities across the country.
Post will offer limited edition packaging featuring USA Soccer stars Jozy Altidore, Alejandro Bedoya and Jordan Morris on 20 million cereal boxes, It will also run a Gold Cup host city experiential sampling tour including game-day activations.
“As a strong brand name that has resonated with consumers for decades, Post is an ideal partner for the Gold Cup and CONCACAF,” said CONCACAF General Secretary Philippe Moggio.
“Post has established itself in millions of households across the US, and we’re proud Post sees our Gold Cup as a strong platform to reach Hispanic and millennial consumers.”
The Gold Cup will be broadcast on Fox and Univision in the US, the target market for Post’s brands.
“Post Consumer Brands continues to prioritize and invest in Hispanic and Millennial consumers to drive growth across our portfolio of cereal brands,” said Post Consumer Brands VP of Marketing, Roxanne Bernstein.
“Given the explosive growth of US soccer over the past 25 years, we believe our sponsorship of the 2017 CONCACAF Gold Cup is a demonstration of our commitment to not only Hispanic and Millennial consumers, but also all family consumers. We’re thrilled to be a part of this event!”
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