The breakfast cereal firm is expanding its 10-year relationship with the Amateur Swimming Association with a "grass roots to medals" programme. It will continue to sponsor the Amateur Swimming Association Awards, but will introduce additional initiatives to remove the barriers that prevent people from swimming.
The deal makes Kellogg the official breakfast cereal of British Swimming, and the company is investing in 'Team Kellogg', a group of talented swimmers who have been identified as Olympic hopefuls.
Kellogg is supporting the initiative with extensive PR activity.
Earlier this year, the firm signed up Olympic bronze medal-winning swimmer Steve Parry to front a national year-long Tony the Tiger roadshow to present children with Amateur Swimming Association awards.
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