Post Consumer Brands and Major League Soccer (MLS) are kicking off a multi-year sponsorship program that will allow fans to get closer to the game and help celebrate the sport alongside Post’s portfolio of winning cereals.

When MLS starts its 2018 season on March 3, Post will serve as the exclusive cereal sponsor and be visible in stadiums at more than 370 MLS games, including national TV broadcasts.

“Soccer is the fastest growing sport in the country, including more than 18 million registered youth players in the U.S.,” said Roxanne Bernstein, Chief Marketing Officer at Post Consumer Brands. “Partnering with Major League Soccer is a meaningful way for us to connect with these fans, including Hispanic families and younger millennials, and we look forward to evolving the program with MLS over time.”

Throughout June and July, consumers will see the program come to life at select retailers around the country – including limited edition cereal boxes spanning the Post cereal portfolio including Honey Bunches of Oats, Pebbles, Honey Comb and others.

“Post Consumer Brands will allow us to connect with our fans in substantial ways, starting with the beginning of each day at the breakfast table,” said Jennifer Cramer, Vice President of Partnership Marketing for MLS. “This sponsorship gives fans real value – with not only what’s in store, with so many great tasting cereal brands, but the chance to engage with the game on a deeper level.”

(Post Consumer Brands)