Kellogg previously sponsored the Olympics from 1976 until 1992 and with the USOC between 2000 and 2008, ending it after the Beijing Games.

But they have now resumed their relationship in a deal that will run until at least the 2016 Olympics in Rio de Janeiro. 

"Kellogg Company has a long history with the Olympic Movement dating back to 1976, and we are proud to support the dreams of the next generation of athletes who will represent our country," said Brad Davidson, the President of Kellogg North America.

"As a company, we are committed to helping people make the most of each day's possibilities, whether with a nutritious breakfast or snack or by fueling the passions of a successful Olympic team.

"We share Americans' enthusiasm for supporting Team USA."

Kellogg Company's sponsorship of the USOC includes cereal brands, toaster pastries, frozen waffles/pancakes, fruit flavored snack pieces, cereal bars, cookies and crackers.

In addition to financial support, athletes and coaches at the US Olympic Training Centres and additional team venues will enjoy a daily variety of Kellogg's breakfast foods and other products.

"The USOC looks forward to working with Kellogg to engage people across the country and create excitement for Team USA," said Scott Blackmun, the chief executive of the USOC.

"This partnership provides America's athletes with valuable support and resources that allow them to focus on achieving their lifelong goal of making our country proud at the Olympic and Paralympic Games."

Contact the writer of this story at [email protected]


Related stories
July 2008: Kellogg's sign up London bid ambassador to front campaign
July 2008: Kellogg's set up new bursary to train swimming coaches