Race for the Cure taps Yoplait as this year's top sponsor

DALLAS, TX: The Susan G. Komen Race for the Cure, a 5K run/walk to

benefit breast cancer research, has selected Yoplait as its main

sponsor, a role held by JCPenney for the past eight years. The event

takes place annually in 112 cities across the US.

The Yoplait name will be incorporated into the official race logo and

the company will donate a yogurt breakfast to each race participant.

Kristin Kelly, Race for the Cure communications manager, said

Minneapolis-based Yoplait timed the announcement to coincide with that

city's race so it could present to employees and the local community

artwork the brand commissioned from a local artist. The mosaic of race

participants from previous years will be auctioned off on eBay. Proceeds

will benefit breast cancer research.

Race representatives said top sponsorship costs about dollars 750,000,

which made intangibles a factor in the bidding war. Unlike JCPenney,

Yoplait can't recruit race volunteers/participants in stores, but it did

make the Dallas-based Komen Foundation the beneficiary of its Save Lids

to Save Lives breast cancer research program, which will add an

estimated dollars 500,000 a year. And it has also helped recruit local


'In a lot of its markets, sales reps have gone to grocery stores to tell

them they should be sponsoring the event,' said Kelly. 'In many places,

they've secured dollars 10,000, dollars 25,000, even dollars 35,000


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