Frosted Flakes to Sponsor World Cup

June 27, 2006, 1:43 p.m. (ET)
Oklahoma City, OK (June 26, 2006) -- The Amateur Softball Association of America (ASA) announced today that the Kellogg Company has reached an agreement for its Frosted Flakes brand to become the presenting sponsor of the II World Cup of Softball in Oklahoma City, July 13-17 at ASA’s Hall of Fame Stadium.
The integrated sponsorship between Kellogg’s and ASA names the Frosted Flakes brand as the presenting sponsor of the event along with other media and grassroots benefits including:
•Integrated broadcast content and commercial exposure in each telecast
•"Earn Your Stripes" feature each telecast
•Camera-visible event signage
•Presenting sponsorship and media rights to ASA's 18-Under Gold National Championship on ESPN and ESPNU
•Cross marketing opportunities between Kellogg’s Frosted Flakes and the ASA three million plus softball players
The partnership between ASA and the Kellogg Company (NYSE:K) was brokered by Tulsa-based Winnercomm Sports Sales’ Chicago office and Starcom Worldwide in Chicago. In late 2005, the ASA named Winnercomm its full service agency of record for sponsorship sales, televised event production, internet development and other broadcast design-related services.
“It’s quite clear that we have positioned women’s fast pitch softball as a quantifiable marketing asset to corporate America,” said ASA’s Director of Marketing Kelly McKeown. “Our women’s national team has achieved unparalleled success on the field and events like the World Cup allow us the chance to continue to showcase these remarkable athletes in a fast paced, uncluttered, family oriented environment.”
“The ASA has a very unique list of properties that are targeted to a desirable set of demographics,” noted Winnercomm CEO Jim Wilburn. “We are very bullish on the World Cup of Softball on ESPN as well as the overall long term prospects of the sport of softball. The ratings and grassroots numbers prove it.” 
Softball’s World Cup II features the top women’s fast pitch teams in the world including “America’s Real Dream Team”, USA Softball, along with defending World Cup Champion Team Japan, and women’s national teams from China, Australia, Canada and Great Britain.
The ESPN networks are the exclusive domestic home of the II World Cup of Softball and features over 12 hours of live coverage on ESPN and ESPN2 highlighted by multiple prime time windows including the Championship Game on Monday, July 17 at 9 p.m. ET. The worldwide telecast syndication schedule will be released next week and currently includes coverage in over 150 countries along with multiple broadband and download schedules through various internet partners. The complete domestic ESPN air schedule is below:
DateGameTime (Eastern)
Thursday, July 13USA vs. Great Britain7:30 PM 
Friday, July 14USA vs. Canada7:30 PM
Saturday, July 15USA vs. Australia12:00 PM
Saturday, July 15USA vs. China8:00 PM
Sunday, July 16USA vs. Japan1:00 PM
Monday, July 17Championship Game9:00 PM
II World Cup of Softball presented by Kellogg’s Frosted Flakes
The II World Cup of Softball, a six-team tournament sanctioned by the International Softball Federation (ISF), will feature the best fast pitch softball players in the world competing for their respective national teams. The six teams invited to participate in the event will compete in pool play from July 13-16. The top two teams from pool play will be seeded into the Championship Game while the remaining teams to battle for third and fifth place respectively. Japan defeated the United States last year to claim the inaugural Championship.
With 2005 sales in excess of $10 billion, Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives. The Company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Club, Nutri-Grain, Rice Krispies, All-Bran, Special K, Mini-Wheats, Chips Deluxe, Sandies, Morningstar Farms, Famous Amos, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg's web site at
The Amateur Softball Association, founded in 1933, is the National Governing Body of softball in the United States and a member of the United States Olympic Committee. The ASA has become one of the nation’s largest sports organizations and now sanctions competition in every state through a network of 87 local associations. The ASA has grown from a few hundred teams in the early days to over 240,000 teams today, representing a membership of more than three million. For more information on the ASA, visit
Winnercomm, Inc. is America’s largest independent sports production, program development, marketing services and sales representation company with offices in Tulsa, Dallas, New York, Chicago and Nashville. Winnercomm-produced telecasts have won 14 Emmy Awards. The company produces over 1,000 hours of programming annually for ESPN and 13 other networks and owns the high-flying Skycam that has produced the unique overhead shots on ABC's Monday Night Football and ESPN's Sunday Night Football. Winnercomm programming includes horse racing (NTRA), professional rodeo (PRCA Wrangler National Finals Rodeo, Wrangler ProRodeo Winter and Summer Tours, Pace Picante Finales, Dodge Xtreme Bulls), soccer (MLS, U.S. Soccer), softball (ASA, USA Softball, World Cup of Softball) bowling (Denny’s PBA Tour), lacrosse (MLL), cheerleading and dance (Varsity Brands), golf (LPGA, Michael Jordan Celebrity Invitational, People vs. the Pros, Trump Million Dollar Invitational), fishing (BASS), snowmobile and ATV racing (PowerSports Entertainment), hunting, sporting dogs, adventure and original entertainment. 
For more information contact:
Kelly McKeown, ASA’s Director of Marketing
405-425-3422 or
Lynda Haschke, Winnercomm Director of PR
972-740-3529 or