Kellogg USA announced today it has signed a title sponsorship agreement with Soccer in the Streets, an Atlanta-based non-profit organization dedicated to bringing the sport of soccer to America’s inner-city youth. “Kellogg is excited to be the title sponsor of the 1998 Soccer in the Streets program,” said Karen Kafer, director of communications, Kellogg USA. “Kellogg shares the America’s Promise commitment by providing opportunities for young people. Our involvement in inner-city youth soccer helps is strengthen that commitment.” The Kellogg’s Soccer in the Streets program will be conducted in 13 cities including Atlanta; Athens, Ga.; Savannah, Ga.; Chicago; Columbus, Oh.; Dallas; Jacksonville, Fla.; Greenville, S.C.; New Brunswick, N.J.; New Orleans; San Francisco; Tampa; and Youngstown, Oh. “This is an extremely big step for our program,” said Carolyn McKenzie, executive director and founder of Soccer in the Streets. “Having a respected company like Kellogg associated with Soccer in the Streets will surely raise our credibility and provide for many more opportunities for boys and girls in our inner cities who want to play soccer.” Kellogg’s support will strengthen the Soccer in the Streets program which includes clinics, camps, recreational leagues, tournaments, and team registrations. Soccer 101 is a basic skills development and games program that has introduced thousands of inner-city children to the game of soccer. Young players graduate from the 101 program into Soccer 102 and from there are encouraged to continue playing soccer in local leagues. Kellogg’s Soccer in the Streets provides inner-city youth a positive alternative to drug use and other criminal activities, according to McKenzie. In addition to established programs, Kellogg’s Soccer in the Streets will be introduced in three new cities (New York, Los Angeles, and Miami) in 1998 with a soccer festival. The festival will include the Kellogg’s Sport Cruiser, a mobile interactive experience complete with a full soccer obstacle course that encourages youth to be “Part of the Game.” In addition, Tony the Tiger will be on hand to award door prizes and tickets for children to attend Major League Soccer games.