There’s nothing new about sponsorship in football: when a club like Manchester United lists 28 different companies, including an official tyre partner of Manchester United for Europe (excluding Russia), India, the Middle East and Thailand, it’s hard to really be surprised. In this instance though, New York City Football Club have really thought things through.

Today, as they’re currently getting used to their inaugural season in the MLS, the club announced that Kellogg’s would be their official breakfast partner.

Kellogg’s ‘see you at breakfast’ programme is giving fans the chance to have breakfast with the players by sharing messages, photos, or videos on social media showing the world how they start their day.

Tom Glick, NYCFC’s president, said:

We are very pleased to add another well-loved consumer brand to our growing partner family. Kellogg’s has long been a staple at breakfast tables all over the world. We’re delighted to bring this partnership to New York City FC fans and give them the chance to get closer to their club through the breakfast which they love.”

What do we like so much about this? Just the sheer simplicity. NYCFC are promoting a healthy start to the day – thus setting a good example to younger (and probably some of the older) fans – through a brand that is relevant.

The full press release is here. While there’s no mention of whether the players will be sharing their own starts to the day – which would go further to influence their young fans in particular – we’d image it’s pretty much a given.

More official breakfast partners, less official office equipment partners please.