The company that makes Honey Bunches of Oats, Pebbles, Honey Comb and many of North America’s other favorite cereals is teaming up with Major League Soccer.

Post Consumer Brands and MLS announced a multi-year sponsorship program on Monday that will celebrate the sport and “allow fans to get closer to the game,” including some prominent placement for MLS at grocery stores across the continent.

Starting with the kick off of the 2018 season this weekend, Post will serve as the league's exclusive cereal sponsor and be visible in stadiums at more than 370 MLS games, including national-television broadcasts.

A limited-edition MLS Honey Bunches of Oats box

“Post Consumer Brands will allow us to connect with our fans in substantial ways, starting with the beginning of each day at the breakfast table,” said Jennifer Cramer, VP of Partnership Marketing for MLS, said in a release. “This sponsorship gives fans real value – with not only what’s in store, with so many great tasting cereal brands, but the chance to engage with the game on a deeper level.”

Throughout June and July, select retailers will feature limited-edition MLS cereal boxes spanning the Post cereal portfolio, as well as a range of other MLS-related activations.

The third-largest cereal company in the United States, Post is based in Lakeville, Minnesota, a half-hour’s drive south of Allianz Field, Minnesota United FC’s under-construction new home in the Midway neighborhood of St. Paul.