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24 Mar, 2016



Kellogg’s, an official sponsor of Team GB for the forthcoming Rio 2016 Olympic Games, can announce its Team GB athlete ambassadors. They are:

Rebecca Adlington OBE: Double Olympic gold medal-winning swimmer. Rebecca took home gold in the 400m and 800m freestyle at Beijing 2008, as well as bagging two bronze medals in those same events at London 2012.

Louis Smith MBE: World-class gymnast who won silver on the pommel horse at London 2012, as well as a bronze in the team event. Louis also won a bronze in the pommel horse event at Beijing 2008.

Sir Steve Redgrave: The legendary rower won gold medals at five consecutive Olympic Games, from 1984 in Los Angeles to Sydney 2000.

Lizzie Armitstead: Rio 2016 cycling hopeful. Lizzie won silver in the road race at London 2012, Team GB’s first medal of the Games, and is the current women’s road race World Champion.

The ambassadors have been recruited to tell the story of Kellogg’s ‘Great Starts’ campaign, championing the importance of a great start with consumers and sharing their stories of success – fuelled by Kellogg’s cereals and snacks.

Adlington, Smith and Sir Steve will appear on more than 30 million packs of Kellogg’s cereal – including Corn Flakes, Special K and Bran Flakes – from April to September this year as part of a multi-million-pound marketing campaign.

Gareth Maguire, Kellogg’s commercial director for cereals, said: “We’re delighted to have secured such brilliant Team GB ambassadors for this year’s Olympic Games. Lizzie, Becky, Louis and Sir Steve are four great role models everyone can look up to.

“Over the course of Rio 2016, we’ll see Olympians strive to have a great start to their race or event, but anyone can have a great start, whether that’s starting a new job, a new hobby, or simply starting the day around the breakfast table as a family.

“Eight out of ten households in the UK eat Kellogg’s products, and our cereals are synonymous with getting the nation off to a great start.”

Kellogg’s is using the Team GB tie-up as an opportunity to grow sales across all its categories. In addition to the athlete cereal packs, Kellogg’s snacks, Nutri-Grain bars and Pringles will boast a Team GB logo between now and September.

In 2008, Kellogg’s teamed up with six-time Olympic gold medal winner Sir Chris Hoy, who appeared on packs of Bran Flakes. Four years later for London 2012, Kellogg’s US-arm sponsored the ‘Fierce Five’, the Team USA women’s gymnastics team who dominated London 2012 with their incredible high-flying performances.

This year, the athletes’ cereal packs will carry three distinct promotions, the first of which – on shelves from April – will allow shoppers to win a trip to Rio 2016 worth upwards of £15,000, including a tour of British House, a tour of the Olympic Village, flights and accommodation, as well as tickets to four events and the Closing Ceremony.*


For more information, please contact the Kellogg’s Press Office on 0161 869 5500, or email

*The prizes consist of:

  • Five pairs of tickets to the Rio 2016 Olympic Games, with flights and seven nights in a 4* hotel

  • Tickets to boxing, modern pentathlon and athletics

  • Tickets to beach volleyball on Copacabana Beach

  • Tour of British House and Olympic Village

  • Private coach transfers to all events

  • £1,000 spending money

  • Tickets to the Closing Ceremony