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