Aug 31, 2011 at 03:15 PM
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London 2012 Lines Up Snack Bar As 43rd Domestic Sponsor

Nature Valley has become the official cereal snack bar supplier to London 2012 in a tier three sponsorship deal that will make it LOCOG's 43rd domestic sponsor. The deal will see Nature Valley cereal bars, one of General Mills UK’s fastest growing brands, sold at London 2012 concessions within venues and distributed to athletes, Games-time workforce and volunteers.

“Nature Valley is driving accelerated growth in the cereal bar category and we are proud to play our part in the 2012 Olympic Games," General Mills UK Managing Director Jim Moseley said. "To become part of such a celebrated global event is a natural fit for a globally successful brand like Nature Valley.”

Nature Valley joins a long list of domestic sponsors for next year's Games. To date, LOCOG has raised more than $1 billion in sponsorship revenue.

“It’s less than a year before the Games and this demonstrates the level of detail we have got to in our planning," LOCOG Commercial Director Chris Townsend added. "Providing snacks and sustenance to our huge workforce is important and Nature Valley will help us do that. We’re delighted to welcome Nature Valley to the London 2012 family. We are now approaching our targets and we are thrilled with the calibre of our commercial partners who are world class organisations helping us to stage the Games.”