Madrid, February 24, 2023 – The National Basketball Association (NBA) and Kellogg’s today announced a partnership that makes the grocery brand the official partner of the NBA in Europe. Through the deal, Kellogg’s will sponsor 50 Jr. Leagues. NBA in 19 European countries, reaching more than 22,000 young people and will include offers on more than 60 million cereal and snack packs across Europe.
As part of the partnership, the brand will be a part of more than 100 Jr. leagues. NBA in Europe, with the Kellogg logo embedded in all Jr. league jerseys. NBA and on the OWQLO app, the official app of the Jr. NBA in Europe and the Middle East. Promotions on the NBA Picture Packs began in February 2023, offering fans across Europe the chance to win a trip to see an NBA game in the United States, as well as win exclusive promotional items from the NBA and Kellogg’s.
The Jr. NBA League in Spain has been held in Valladolid, Malaga, Zaragoza, Gran Canaria and Melilla with the participation of 150 teams and 2,250 youngsters.
“We are very proud to be an official partner of the Jr. program. NBA”said Alba Lage, marketing director of Kellogg’s in Spain. “Being able to support future basketball stars from across Europe early on is very important to us as well as learning the core values of the sport, aligned with our own. We are also excited to launch our new Kellogg’s on-pack offer, offering consumers across Europe the chance to win exciting prizes, including a trip to an NBA game in the United States.”
“We are delighted to welcome Kellogg’s to the NBA family and to partner with such a well-known and familiar brand that appeals to young people across Europe”said Mark Osikoya, NBA Europe and Middle East Associate Vice President, Global Partnerships. “Kellogg shares our commitment to using sport to teach the importance of an active lifestyle and through this partnership we will reach more aspiring players and fans in Europe than ever before.”
The Jr. NBA is the league’s global youth basketball program that teaches the fundamental skills and core values of the sport – teamwork, respect, courage and community – early in an effort to help develop and enhance the experience. youth basketball for players, coaches and parents.
