Tony the Tiger’s Mission to Give More Kids Access to In-School Sports

Kids may be returning to school soon but unfortunately, they might not be returning to school sports. According to a new survey of middle school teachers engaged with nonprofit DonorsChoose.org, 6 in 10 feel that their middle school athletic programs are barely funded or underfunded. A lack of funding accounts for 47% of cuts to middle school sports programs, the survey finds.

Sports help shape kids’ lives. They teach teamwork, build confidence and help fuel kids’ academic potential. Studies reveal that physically active children score up to 40% higher on tests and are 15% more likely to go to college.1

Tony the Tiger® and Kellogg’s Frosted Flakes® want to provide more kids access to the benefits of sports with the launch of “Mission Tiger,” an initiative to help save middle schools sports. The multiyear program kicks off today with a $1 million commitment to DonorsChoose.org, a nonprofit dedicated to raising awareness about projects from real coaches, teachers and administrators in need. Whether a team has been eliminated, needs to upgrade training equipment or needs new uniforms, “Mission Tiger” is ready to help.

“Since 1952, Tony the Tiger and Frosted Flakes have fueled active kids,” said Brant Wheaton, Marketing Director of Kellogg U.S. Ready-To-Eat Cereal segment. “We realize the decline of middle school sports is a big problem facing kids today and we are committed to becoming a part of the solution because we see this problem not just as marketers, but as parents. Every kid should have a chance to be able to play like a Tiger.”

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