Weetabix named Official Breakfast Cereal of USA Rugby

BOULDER, Colo. – USA Rugby announced Saturday Weetabix, maker of Non-GMO whole grain cereals, has partnered to become the Official Breakfast Cereal of USA Rugby, helping to fuel Eagles and potential Eagles beginning with the most important meal of the day. The partnership commenced at the Atlanta 7s IRB Women’s Sevens World Series event, with additional events and digital promotions planned throughout the year.

“Growing up with Weetabix, I cannot think of a better cereal to sponsor USA Rugby,” USA Rugby Chief Executive Officer and President of Rugby Operations Nigel Melville said. “Weetabix helped me start off the day and realize my full potential on the rugby pitch.”

Made with 32 grams of whole grains per serving, Weetabix Whole Grain Biscuit Cereal is delicious, Non-GMO Project Verified, low in sodium and fat, and contains only two grams of sugar per serving. An ideal breakfast choice for active people, Weetabix Whole Grain Biscuits are tasty when eaten a variety of ways: alone, topped with fruit and nuts, sprinkled over yogurt, or warmed in the microwave to name a few. The cereals are also high in iron and thiamine, are a good source of niacin and fiber, and are Kosher, vegetarian and vegan. Whole grain cereal like Weetabix, consumed with low-fat milk, has been shown to support post-exercise muscle recovery in athletes at a level equal to that of popular, carbohydrate-electrolyte sports drinks.

“Weetabix is a delicious, high performance breakfast cereal, packing more whole grains and fiber per serving than most cereals on the market,” U.S. Weetabix Brand Manager Lizzie Bell said. “Athletes of all ages – whether they are playing on an after-school team or on a professional level – need wholesome breakfast options to provide them with the sustained energy they need to win every match! We’re thrilled to be the Official Breakfast Cereal of USA Rugby, and provide hearty whole grain fuel to rugby players across the country to give players the boost they need to perform.”

According to the Physicians Committee for Responsible Medicine, a plant-based diet that emphasizes whole grains, fruits, vegetables and legumes, provides the high-carbohydrates, protein and fat the body needs for training sessions and competition. For more information on the partnership between USA Rugby and Weetabix USA, please visit the website www.weetabixusa.com/usarugby .

To introduce the partnership, Weetabix will be predominantly displayed at the second leg of the IRB Women’s Sevens World Series, Atlanta 7s, Feb. 15-16 at Fifth Third Bank Stadium at Kennesaw State University. USA Rugby players will be featured in the breakfast cereal’s YOU ARE WHAT YOU WEETABIX™ integrated marketing campaign.

About USA Rugby
Established in 1975, USA Rugby is the governing body for the sport of rugby in America and a Full Sport Member of the United States Olympic Committee. Currently headquartered in Boulder, Colorado, USA Rugby is charged with developing the game on all levels and has over 115,000 active members. USA Rugby oversees four national teams, multiple collegiate and high school All-American sides, and an emerging Olympic development pathway for elite athletes. It also hosts over 30 national playoff and championship events every year as a service to its members. In October 2009, the International Olympic Committee announced that Rugby Sevens (the seven-a-side version of the game) will appear in the 2016 Olympic Games to be held in Rio de Janeiro. Visit www.usarugby.org for more information.

About Weetabix USA
Weetabix USA is part of Weetabix North America, a subsidiary of Weetabix International, which is headquartered in the UK. Weetabix USA is a leading manufacturer of delicious whole grain cereals made with simple, wholesome ingredients including: Weetabix Whole Grain Biscuits, Weetabix Crispy Flakes, and Weetabix Crispy Flakes & Fiber. For more information on the Weetabix USA, the USA Rugby partnership, and for more exclusive content, please visit www.weetabixusa.com/usarugby or follow Weetabix on Facebook and Twitter (@weetabixusa).