Jan 03, 2012 at 06:35 PM
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Grape-Nuts Unveils USA Cycling Box, New Partnership

USA Cycling and Post Foods' Grape-Nuts announced today that the heart healthy breakfast cereal will be the newest official sponsor of USA Cycling, the sport’s national governing body. As a part of the partnership, a new Grape-Nuts box featuring cycling (pictured to the right) is due out this spring.

Grape-Nuts will activate its sponsorship through multiple USA Cycling initiatives starting in January and spanning through late October. They will be present at 17 national championship events with activations ranging from sponsor branding on the jerseys of the national champions to sampling of Grape-Nuts cereal for athletes and attendees. Additionally, Grape-Nuts will be featured on the jerseys of the USA Cycling national teams during international competition including the World Championships. In all, Grape-Nuts will brand the jerseys of approximately 2,000 of the nation’s top cyclists, helping support more than 2,500 days of international racing in 2012.

“As a company dedicated to providing superior nutritional value, Grape-Nuts is a fitting partner for USA Cycling whose members and participants are devoted to obtaining high quality nourishment,” said USA Cycling President and Chief Executive Officer Steve Johnson. “We have planned some exciting programs with Grape-Nuts that will activate their sponsorship, extend the brand of USA Cycling and raise awareness of the entire sport of cycling in the U.S.”

“Grape-Nuts powers active lifestyles through whole grains, fiber and nutrients, and we are excited to partner with such a world-class, active organization as USA Cycling," Daniel Liberman, brand manager said. "We are excited to give cyclists and fans of USA Cycling a tasty way to power up for the challenges ahead.”

Wasserman Media Group helped broker the deal on behalf of USA Cycling.