Kellogg renews sponsorship of US Olympic Committee for 2018 and 2020 Games

27-Sep-2016 - Last updated on 28-Sep-2016 at 08:21 GMT

Kellogg activity included limited-edition Special K packs

Kellogg is renewing its partnership with US Olympic Committee, which it will sponsor through the 2018 and 2020 Olympic and Paralympic Games.

Kellogg’s sponsorship category covers hot and cold cereal and granola, portable and frozen breakfasts.

The cereal giant recently launched special-edition packs of Special K that were available in limited quantities free of charge to celebrate the US Olympic gymnastics gold medal winners, including this year’s winner of all-around, vault and floor competition, Simone Biles.

The renewal of the partnership with USOC comes as Kellogg wraps up its “successful” support of Team Kellogg’s and Team USA in the 2016 Olympic Games, the company said.

"It is an honor to continue to be associated with the USOC, and to help the athletes of Team USA achieve their dreams of representing our country at the Olympic and Paralympic Games," president of Kellogg North America, Paul Norman, said in a statement.

The 2018 Winter Olympic Games will be held in PyeongChang, South Korea, and the 2020 Olympic Games will be held in Tokyo, Japan.

Kellogg first sponsored the US team in 1976, and supported the Olympic Games from 1976-1992 and the US Olympic Teams from 2000-2008. Kellogg renewed its association with Team USA from 2012 through the recent Olympic Games in Rio de Janeiro.

The business also sponsors UK Olympic squad Team GB.

Kellogg is due to issue its 2016 third quarter earnings results on Tuesday November 1.