Kellogg's has taken a naming rights deal with Australia's newest sporting league, Hockey One, a dedicated men's and women's field hockey competition.
The new league will be known as the Sultana Bran Hockey One League for at least the first two editions of the competition as part of the partnership with Kellogg.
As part of the deal, the Sultana Bran logo will also feature on the front of all 14 Hockey One teams (seven men’s, seven women’s) uniforms, in addition to an array of other benefits.
Hockey One is an upcoming field hockey competition organised by Hockey Australia, which will replace the Australian Hockey League, which acted as a source for selection to the Australian national teams.
“Sultana Bran has been a family favourite in Australia for decades, and the values of Hockey as a sport and sporting organisation are well aligned to our values as both a brand and organisation," Kellogg's Australia marketing and corporate affairs director Tamara Howe says.
"We’re a company that truly values diversity, inclusion and equality. The Hockey One League will be played equally by both men and women, equally billed on game day, and, importantly, players will be equally paid - values we truly believe align to ours.”
Tthe partnership with Kellogg’s and Sultana Bran will also roll over to Hockey Australia’s two highly ranked women’s and men’s national teams – the Hockeyroos and the Kookaburras, as well as encompassing the wider hockey community.
Sultana Bran will be a supporting partner and official breakfast cereal of the Kookaburras and Hockeyroos, with the brand logo to have presence on the playing shirts of both and the national junior teams – the Burras and the Jillaroos.
“To have Sultana Bran across Hockey One and our national teams is great for hockey but it also highlights the potential Kellogg’s sees in the sport," Hockey Australia CEO Matt Favier says.
“A lot of work was done to make this partnership happen and we also want to acknowledge YouGov Sport for their contribution in providing data and insights which played an important role.”
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