Post Grape-Nuts Joins USA Cycling as Official Sponsor


USA Cycling is pleased and proud to announce Grape-Nuts, a heart healthy cereal power-packed with fiber and whole grains made by Post Foods LLC, as an official sponsor of the sport’s national governing body. Along with supporting the development of America’s next generation of World Champions and Olympic medalists, this partnership allows Grape-Nuts to share its nutritional values firsthand with high-performance athletes and the entire cycling community.
As a part of the partnership, a new Grape-Nuts box featuring cycling is due out this spring.
As a part of the partnership, a new Grape-Nuts box featuring cycling is due out this spring.
Grape-Nuts will activate its sponsorship through multiple USA Cycling initiatives starting in January and spanning through late October. They will be present at 17 national championship events with activations ranging from sponsor branding on the jerseys of the national champions to sampling of Grape-Nuts cereal for athletes and attendees. Additionally, Grape-Nuts will be featured on the jerseys of the USA Cycling national teams during international competition including the World Championships. In all, Grape-Nuts will brand the jerseys of approximately 2,000 of the nation’s top cyclists, helping support more than 2,500 days of international racing in 2012.
Equally exciting, a new Grape-Nuts box will feature their partnership with USA Cycling. The partnership was reached in conjunction with sports marketing and entertainment company Wasserman Media Group, who was retained by USA Cycling to assist in establishing greater sponsorship value and identifying potential partnership opportunities for the national governing body.
“As a company dedicated to providing superior nutritional value, Grape-Nuts is a fitting partner for USA Cycling whose members and participants are devoted to obtaining high quality nourishment,” said USA Cycling President and Chief Executive Officer Steve Johnson. “We have planned some exciting programs with Grape-Nuts that will activate their sponsorship, extend the brand of USA Cycling and raise awareness of the entire sport of cycling in the U.S.”
Daniel Liberman, brand manager said, “Grape-Nuts powers active lifestyles through whole grains, fiber and nutrients, and we are excited to partner with such a world-class, active organization as USA Cycling. We are excited to give cyclists and fans of USA Cycling a tasty way to power up for the challenges ahead.”
Together, USA Cycling and Grape Nuts are geared up to raise awareness and provide motivation for healthy, active lifestyles in 2012.
About Grape-Nuts
Post Grape-Nuts is a 100% natural, vitamin and mineral fortified cereal made from wholegrain wheat with barley. A half-cup serving of Grape-Nuts is an excellent source of fiber and provides 100% of your day’s whole grains. Developed by C.W. Post in 1897, the unique crunch, taste and texture of Grape-Nuts has timeless appeal and versatility, from breakfast to a recipe ingredient or even an ice cream topping.  For more information, including recipes, please visit:
About Post Foods
Post Foods, LLC, a subsidiary of Ralcorp Holdings, is the manufacturer of national ready-to-eat cereal brands including Honey Bunches of Oats, Pebbles, Grape-Nuts, Post Shredded Wheat, Post Raisin Bran, Great Grains, Honeycomb, and other wholesome great-tasting cereals. For more information, please visit
About USA Cycling   
Recognized by the United States Olympic Committee and the Union Cycliste Internationale, USA Cycling is the official governing body for all disciplines of competitive cycling in the United States, including road, track, mountain bike, BMX and cyclo-cross. As a membership-based organization, USA Cycling comprises 66,500+ licensees; 2,200 clubs and teams; and 34 local associations. The national governing body sanctions 2,650 competitive and non-competitive events throughout the U.S. each year and is responsible for the identification, development, and support of American cyclists. To learn more about USA Cycling, visit
About Wasserman Media Group
Wasserman is a sports marketing and entertainment company with global expertise in Athlete Management, Consulting, Media Rights, Partnership and Business Development, and Action Sports. For more information please visit

This Article Published January 3, 2012 For more information contact: