Quaker Teams Up With U.S. Soccer to Launch New Cereal
CHICAGO (Tuesday, August 10, 1999) - Building on the momentum of the U.S. Women's Soccer Team World Cup win, The Quaker Oats Company (NYSE: OAT) joined forces with the U.S. Soccer Federation (USSF) to announce the launch of U.S. Soccer Golden Goals - the first nationally distributed boxed cereal devoted exclusively to the sport of soccer. The new sweetened corn and oat cereal - shaped like mini soccer balls - will feature the U.S. Women's Soccer Team celebrating their World Cup championship on the box.
Quaker created U.S. Soccer Golden Goals as a long-term addition to its ready-to-eat cereal line. An ongoing percentage of sales will be donated to youth soccer through the U.S. Soccer Foundation, the preeminent organization dedicated to grow the sport of soccer.
"The Women's World Cup win generated tremendous enthusiasm for soccer and we're pleased that Quaker is making the unprecedented commitment to further its popularity," says Dr. S. Robert Contiguglia, president, USSF. "In launching U.S. Soccer Golden Goals, Quaker is encouraging kids to share in the fun and excitement of soccer, which helps teach good sportsmanship and teamwork skills."
Soccer is the most popular children's sport in the United States, according to the 1999 National Soccer Participation Survey. Last year, more than 6 million adolescents and teenagers played soccer - a 20 percent increase over 1997. Soccer participation is almost equally split between males and females. Overall, more than 18 million Americans played the sport last year.
U.S. Soccer Golden Goals is a great-tasting cereal with seven essential vitamins and minerals. The cereal will be nationally distributed and on store shelves September 1999 and is expected to retail for approximately $3.49 per box. Advertising support will be provided by Foote, Cone & Belding, Chicago.
"We are proud to join forces with the U.S. Soccer Federation in a long-term relationship that celebrates the U.S. Women's Soccer Team win and benefits the growth of soccer," says Todd Magazine, Vice President of Marketing, Ready To Eat Cereals at Quaker Oats Company. "We know kids love the taste of U.S. Soccer Golden Goals and that parents appreciate our commitment to a sport their kids enjoy."
Founded in 1993, the U.S. Soccer Foundation is committed to building and supporting soccer fields throughout the United States. The Foundation recently partnered with the Environmental Protection Agency to increase field development. Since 1995, more than 100 soccer fields have been created through the Foundation.
"This is a groundbreaking partnership for U.S. Soccer," says Mark Noonan, U.S. Soccer's chief marketing officer. "We had quite a bit of interest in this category, but it was Quaker that jumped to the forefront with their long-term perspective on our sport. And with this type of forward thinking, our partnership with Quaker will benefit both the men's and women's player pools, as well as the U.S. Soccer Foundation, and will keep U.S. Soccer's brand awareness at an all-time high."
In addition to U.S. Soccer Golden Goals, Quaker Oats ready-to-eat cereals include Cap'n Crunch, Quaker Toasted Oatmeal, Quaker 100% Natural Granola and Quaker Bagged Cereals.