Miami (Wednesday, March 08, 2017) - The Confederation of North, Central America and Caribbean Association Football (CONCACAF) announced today a partnership with Post Consumer Brands LLC, covering the 2017 CONCACAF Gold Cup, which begins in June 2017.
As a result of the deal, Post Consumer Brands and its cereal brands Honey Bunches of Oats, Honeycomb and Malt-O-Meal will be present this summer across the United States as the 14th edition of the CONCACAF Gold Cup visits thirteen cities from coast to coast.
“As a strong brand name that has resonated with consumers for decades, Post is an ideal partner for the Gold Cup and CONCACAF,” said CONCACAF General Secretary Philippe Moggio. “Post has established itself in millions of households across the US, and we're proud Post sees our Gold Cup as a strong platform to reach Hispanic and millennial consumers.”
Post joins CONCACAF as a first-time partner of the Gold Cup, the preeminent national team tournament of the North, Central America and Caribbean region.
As part of the 2017 CONCACAF Gold Cup Sponsorship, Post will offer limited edition packaging featuring USA Soccer stars Jozy Altidore, Alejandro Bedoya and Jordan Morris across 20 million Post Consumer Brand cereal boxes this June and July, in support of the US-hosted tournament. In addition, Post will kick off a Gold Cup host city experiential sampling tour, complete with game day activations at many of the tournament’s matches.
“Post Consumer Brands continues to prioritize and invest in Hispanic and Millennial consumers to drive growth across our portfolio of cereal brands,” said Post Consumer Brands VP of Marketing, Roxanne Bernstein. “Given the explosive growth of US soccer over the past 25 years, we believe our sponsorship of the 2017 CONCACAF Gold Cup is a demonstration of our commitment to not only Hispanic and Millennial consumers, but also all family consumers. We’re thrilled to be a part of this event!”
Taking place every two years, the CONCACAF Gold Cup is the official national team championship of the region, which includes North and Central America and the Caribbean. Drawing large crowds and millions of television viewers from across the region, the Gold Cup is a celebration of soccer, sportsmanship, and culture.
To date, 11 of the 12 Member Associations scheduled to participate have qualified for this year’s tournament. Those national teams are, in alphabetical order: Canada, Costa Rica, Curacao, El Salvador, French Guiana, Honduras, Jamaica, Martinique, Mexico, Panama and the United States, all of which will compete for the Confederation title in July. Haiti and Nicaragua will face off in a home-and-away play-in series during the FIFA match dates in late March to decide the 12th and final participating Member Association for the tournament.
This year’s event will be broadcast live in the United States on FOX and Univision networks, transmitted on radio in Spanish by the “Fútbol de Primera” network, and broadcast by additional rights partners in countries around the world.