nature_valley_olympics
Nature Valley to sponsor 2012 Olympic Games
September 08, 2011
| General Mills Corporate Communications |
Nature Valley has been named the official cereal bar supplier to the London 2012 Olympic and Paralympic Games, which will provide an unprecedented opportunity to increase awareness of the brand in the United Kingdom. “We are proud to play our part in the 2012 Games,” says General Mills UK Managing Director Jim Moseley. “To become part of such a celebrated global event is a natural fit for a globally successful brand like Nature Valley.”
The London Organising Committee of the Olympic Games (LOCOG) selected Nature Valley as one of its official sponsors, making the bran the 43rd sponsor of the Games in the UK.
“We’re delighted to welcome Nature Valley to the London 2012 family,” says LOCOG Commercial Director Chris Townsend. “We are now approaching our targets, and we are thrilled with the calibre of our commercial partners who are helping us stage the Games.”
Whole grains, active lifestyle make perfect fit With Nature Valley’s emphasis on whole grain goodness and active, healthy lifestyles, the brand aligns nicely with the spirit of Olympic competition. Nature Valley is the No. 1 crunchy cereal bar brand in the UK.
Plans are in the works to create the biggest ever Nature Valley sampling campaign for General Mills UK.
“We hope to distribute about 11 million bars to the athletes, public, media, volunteers – in addition to selling Nature Valley bars to the estimated 10 million ticket holders for the Games,” says White.
The relationship with the Games is the latest in a series of General Mills’ sponsorships over the years.
General Mills Canada has supported Canadian athletes at the Olympics for more than a decade and will do so again in 2012.
Wheaties has also had a long relationship with the Olympics. Pole vaulter Bob Richards, decathlete Bruce Jenner and gymnast Mary Lou Retton are three Olympians to appear on Wheaties boxes. Richards is a two-time Olympic pole vault champion, Jenner is a decathlete gold medalist, and Retton is a gymnastic all-around gold medalist.
More recently, Shaun White, a snowboarding gold medalist, was on the Wheaties box in 2010.
Related Wheaties history (pdf)
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