US: PepsiCo signs Quaker soccer sponsorship deal

By Sam Webb | 18 January 2012

Quaker will sponsor the Chicago Fire soccer team

Quaker will sponsor the Chicago Fire soccer team

PepsiCo has signed a sponsorship deal for its Quaker cereals brand with the Chicago Fire soccer club in the US.

Quaker has been named as the official "breakfast foods and nutritious snacks partner" of the club and will sponsor the Major League Soccer team's jersey.

"It's an honour to partner with a trusted Chicago-based brand like Quaker Oats that shares the same sense of community as the Chicago Fire," Chicago Fire owner Andrew Hauptman said yesterday (17 January). "As a sports team, we know the importance of staying active, eating right and hope to inspire others to do the same. Our players are incredibly proud to don the Quaker name as they hit the field during the 2012 season."

The brand will also sponsor the Chicago Fire Juniors, the club's youth player development programme, and a seating section at Toyota Park, the club's stadium.

Jose Luis Prado, president of PepsiCo's Quaker Foods and Snacks North America divison, said: "This partnership exemplifies our commitment to promoting a healthy, active lifestyle. We are excited to work with the Chicago Fire to make a positive impact in the community and across the country."

An advert about the new deal can be seen here.

Sectors: Advertising & labelling, Cereal

Companies: PepsiCo

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