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The Dannon Co. has signed on as the Official Yogurt Sponsor of the NFL, in an effort to market its healthful product line to a new consumer segment.
The sponsorship, which will begin in 2015, follows similar efforts by Dannon including its Oikos brand advertising during the Super Bowl in 2012 and 2014.
“We’ve seen the potential to impact American families when it comes to making better food choices," said Sergio Fuster, chief marketing officer, The Dannon Co., based in White Plains, N.Y. "We want to make yogurt more fun and more engaging because eating yogurt every day can help improve the quality of our diets, and sponsoring the NFL brings that to a whole new level."
Dannon will unveil further details of its sponsorship with the NFL, including consumer promotions and retail activations, in the coming months.
Dannon makes a variety of traditional and Greek yogurts and smoothies under the Activia, Danimals, Light & Fit and Oikos brands.