Kellogg Company has announced a three-year extension of its collegiate multimedia rights partnership with IMG and the addition of 10 schools to its growing marketing portfolio. The agreement between Kellogg Company and IMG now features social media, digital, in-store, in-game and radio assets with 25 universities for football as well as basketball utilizing the Cheez-It and Pringles brands.

"We are excited about extending our partnership with IMG to offer even more snacking enjoyment with brands like Pringles and Cheez-It," said Melissa Pawlowicz, senior director, promotions. "We have been pleased with our involvement in sporting events, such as basketball and football, and are happy to make even more of an impact with sport fans."

"Kellogg's is a brand that understands college sports fans' passion and the power of marketing at the national and university level," said Andrew Judelson, executive vice president sales and marketing, IMG College. "We are happy to continue working alongside Kellogg as their collegiate platform evolves in size and scope."

The first two years of the Kellogg Company's collegiate efforts included the debut of the Celebrity Crunch Classic, a sweepstakes that provided fans the chance to play in a basketball game alongside athletes and celebrities. Held in Phoenix on Sunday, April 2, this year's event included basketball legends Charles Barkley and Magic Johnson.

In the fall, the Kellogg Company will unveil the "Best Seats in the House" consumer promotion giving fans the opportunity to attend football games at their favorite schools.