Baking & Snack - April 2005 - 16

NEWSFRONT
General Mills, Major League Baseball set sponsorship deal
General Mills, Inc, Minneapolis, MN, has reached a 2-year sponsorship agreement with Major League Baseball Properties to make
Wheaties the "Official Breakfast Cereal" of Major League Baseball,
officials announced.
As part of the agreement, which includes exclusive category rights, Wheaties will create a minimum of three
national cereal boxes featuring Major League Baseball
trademarks and logos during each year of the agreement. The boxes may feature current or former players.
Wheaties also will launch a Major League Baseballthemed national advertising campaign during the
2005 season, the cereal brand's first new television
advertising campaign in four years.
"Major League Baseball helped make Wheaties
a great American sports icon," said Eric Lucas,
vice-president of marketing for General Mills' Big
G Cereals. "More than 70 years ago, we teamed up
to feature Lou Gehrig and Jimmie Foxx on packages of
Wheaties. Now, once again, we're excited about the winning moments that our Wheaties-MLB partnership will bring."
As part of the agreement, Wheaties will makesignificant media
commitments to national Major League Baseball broadcasts and

"This Week in Baseball" presented by Pepsi. Wheaties also will be
an exhibiting sponsor at John Hancock All-Star FanFest, the interactive baseball theme park that opens Major League Baseball
All-Star Week, and will be a title sponsor of one of the event's
major attractions.
Prior to this multi-year national sponsorship agreement, Major League Baseball Properties and
Wheaties joined forces to create a special-edition
package following the Boston Red Sox' victory
in the 2004 World Series. The Wheaties box,
released after Boston's World Series triumph,
featured Red Sox slugger and ALCS MVP
David Oritz on the front.
Since 1934, dozens of Major League Baseball
players have appeared on the Wheaties box. Eight
individual MLB teams have appeared on the front
of Wheaties boxes, with 1987 World Champion Minnesota Twins being the first team to earn that honor.
Wheaties also sponsored the first televised commercial sport
broadcast on Aug. 29, 1939, when NBC presented a Cincinnati
Reds vs. Brooklyn Dodgers broadcast for some 500 television
owners in New York.

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18 / BAKING & SNACK / April 2005

Baking & Snack - April 2005

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