Kellogg has become a sponsor of Major League Baseball, the national baseball league in the US.

The deal, struck for an undisclosed sum, will see the league’s branding and club logos on packs of products including Frosted Flakes, Nutri Grain bars, Cheez-It crackers and Keebler cookies.

Kellogg will also run competitions that allow consumers the chance to win tickets to events including the 2013 World Series and the All-Star game for the 2014 season.

“Teaming up with MLB and the national pastime is a fun way to connect with our consumers across multiple brands,” Todd Penegor, president of Kellogg’s US snacks business, said.