Kellogg’s has embarked on a nationwide community-focused programme with British football in partnership with the English and Scottish football pyramids.
The initiative is a cross-collaboration between the cereals brand and the English Football League (EFL), Manchester City of the Premier League and Rangers and Celtic, the Glasgow giants which dominate the Scottish Premiership.
Working with the EFL Trust and Club Community Organisations, the partners will set up ‘Kellogg’s Football Camps’ across the UK. These camps will cater to boys and girls aged 5-15 years from June to September.
The partnership was promoted during EFL games over the weekend (6-7 April), including in official club fan programmes. Kellogg’s will offer 30,000 free places for the summer camps.
EFL Director of Community, Debbie Cook, said: “One of the many strengths of the EFL is that we can provide football camps for children at the heart of communities up and down the country.
“The EFL and our Clubs are excited to join Kellogg’s to continue not only creating stronger, healthier and more active communities, but also provide environments where children can forge long-lasting friendships through football.”
The partnership was launched at Birmingham City FC’s Stadium, St Andrews – currently the subject of some ambitious redevelopment plans – featuring former players Jermaine Beckford and Michael Dawson.
The deal marks a significant step up in Kellogg’s engagement with UK football. The company’s pre-existing relationships with the scene have primarily focused on sponsorship and brand visibility, notably its partnership with Manchester City.
Chris Silcock, Managing Director of Kellanova, Kellogg’s’ parent company, said: “Most families will be within 15 miles of a Kellogg’s Football Camp, giving children up and down Britain an opportunity to get active this summer.
“Run by FA-qualified coaches, the camps aim to be fun and to give girls and boys the opportunity to get onto the pitch and follow in the footsteps of their footballing heroes.”
Unsurprisingly, Kellogg’s relationship with City – with which it is an official breakfast cereal partner – will feature prominently in the rollout of the Kellogg’s Football Camps.
The Manchester camps will be held at the City Football Academy (CFA) in East Manchester, in partnership with the club’s charity, City in the Community.
City in the Community CEO, Mike Geary, added: “We are delighted to be working with Kellogg’s to get more young people active during the summer holidays. City in the Community has been delivering free inclusive football sessions out of term time for decades now, targeting local children who need it most.
“However, this new initiative will enable us to expand our offer during the summer by also welcoming those who sign up through the ‘Kellogg’s Football Camps’ initiative.”
