Kellogg's Frosted Flakes® Celebrates Father/Daughter Bond Through Partnership With U.S. Olympic Hopeful Ski Jumper Sarah Hendrickson
New Survey Shows Dads and Daughters Benefit from Sharing a Love of Sports
Jan 23, 2014
BATTLE CREEK, Mich., Jan. 23, 2014 /PRNewswire/ -- For dads looking to connect with their daughters, it might be as easy as a game of catch or an afternoon on the ski slopes. A new Kellogg's Frosted Flakes® survey reveals that sports are a primary way for dads to bond with their daughters. As the Sochi 2014 Olympic Winter Games approach, Frosted Flakes will celebrate the father/daughter relationship by showcasing U.S. Olympic Hopeful ski jumper Sarah Hendrickson and her father, Bill, and by encouraging dads everywhere to share their passion for sports with their girls.
Bill Hendrickson is a former ski jumper who shared his love for the sport with his daughter. First on skis at the age of two, Sarah, now 19, has grown into one of the premier ski jumpers, and won the 2013 world championship. On Jan. 22, Sarah was nominated to the first-ever Team USA™ women's ski jumping roster for the Sochi 2014 Games.
The Frosted Flakes survey of young female athletes reveals that fathers are the most powerful influence in creating an affinity for sports, and that sharing sports enables more meaningful life moments between dads and daughters. Among the survey findings:
- More than half (53 percent) of female student athletes say their dads were the single most important influence in creating their love of sports. Dad was cited four times more often than any other influencer including friends (14 percent), moms (11 percent) and coaches (11 percent).
- Female athletes say that, on average, about half of all their quality time spent with dad involves sports – and more than one in three say that their favorite memory with dad is sports-related.
- 85 percent of daughters say that they feel closer to their dad than usual when they are playing or watching or talking about sports together.
"We were inspired by Sarah and Bill's story that shows how sports helps build the connection between dads and daughters," said Matt Lindsay, director of marketing for Frosted Flakes. "We know that special moments happen when dads share what they love – whether that's a bowl of Frosted Flakes, or their passion for sports, and that's exactly what we saw with Sarah and her dad."
"My entire family has been incredibly supportive in my goal to be part of Team USA, and I think it's even more special because my dad was a jumper, too," said Sarah Hendrickson. "When you share what you love with who you love, it's amazing what can happen."
Frosted Flakes will feature Sarah and Bill Hendrickson in a television ad which will air during the U.S. Olympic trials and Games. In the spot, the two share their thoughts on their shared passion for ski jumping, and compare their personal records. Sarah Hendrickson is not the only young woman who takes after her dad in her sport of choice – the Frosted Flakes survey also revealed that 6 in 10 female student athletes play the same sport that their dad plays, or played when he was younger. And Sarah, who has bested her father's longest jump by almost 100 meters, is not the only daughter whose skills outrival dads: nearly 7 in 10 (68%) female student athletes say they likely could outperform their dad in their sport - even when he was in his prime.
"I am thrilled that sharing my passion for skiing has helped lead to this incredible moment – my daughter is nominated to represent Team USA in the Winter Olympics. While not every dad gets to be dad to an Olympian, every dad can share the things he loves and create memories that will last a lifetime," said Bill Hendrickson.
Visit the Kellogg's® YouTube page to watch Sarah and Bill in Sarah's Start Story video, "Share What You Love," to learn more about her journey toward the Sochi Games. Find opportunities to share what you love with who you love on Twitter by following @realtonytiger and using #sharewhatyoulove.
- Click to tweet: Frosted Flakes survey shows 1 in 3 female athletes say their favorite memory of dad has to do with sports #sharewhatyoulove
- Click to tweet: Frosted Flakes Survey: female athletes say that half of all quality time with Dad involves sports #sharewhatyoulove
- Click to tweet: Visit http://bit.ly/1cSlYYA to watch @schendrickson and Bill Hendrickson in her Start Story video, "Share What You Love"
Kellogg Company and USOC Relationship Continues
Dating back to 1976, Kellogg Company has a long history of helping athletes start the day off right through its support of the United States Olympic Committee. Looking forward, Kellogg is proud to support the U.S. Olympic and Paralympic Teams for the 2014 and 2016 Games, as well as Team USA athletes at the 2015 Pan American and Parapan American Games. Kellogg products are available to Team USA athletes at all U.S. Olympic Training Centers in Colorado Springs, Colo., Lake Placid, N.Y., and Chula Vista, Calif.
About Kellogg Company
At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands that matter. With 2012 sales of $14.2 billion, Kellogg is the world's leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen foods company. Every day, our well-loved brands nourish families so they can flourish and thrive. These brands include Kellogg's®, Keebler®, Special K®, Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Coco Pops®, Mini-Wheats®, and many more. Because we believe in the power of breakfast, we focus our philanthropic efforts on global hunger relief through our Breakfasts for Better Days™ initiative, providing 1 billion servings of cereal and snacks - more than half of which are breakfasts - to children and families in need by the end of 2016. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com.
 Online survey of 501 competitive female high school and collegiate athletes (ages 14-23) who have spent at least some time with their fathers – conducted by an independent, third-party research firm 12/23/13 – 1/1/14
SOURCE Kellogg Company