Dubai Sports City has joined forces with Kellogg’s, the world’s leading producer of cereal and a leading producer of convenience foods, to add some snap, crackle and pop to its already-booming football programmes.

The company has agreed a partnership with Dubai Sports City that sees it become the official sponsor of the Dubai Sports City Football Academy (DSC FA).

The deal includes the Academy’s flagship Spanish Soccer Schools and Socatots programmes, overseen by former Real Madrid and Spain legend Michel Salgado, the director of Football at the DSC FA and head coach, Inaki Beni.

“We are proud of what we have achieved here at the Dubai Sports City Football Academy, training young players in the right way and giving everyone the chance to play and train in a world-class environment,” Salgado said.

“We look forward to working with Kellogg’s to ensure that the academy continues to be a football training leader.”

That facility boasts floodlit outdoor grass and artificial pitches and the Indoor Dome, a full-size, FIFA approved indoor pitch that allows the action to continue 365 days a year, whatever the weather outside.

Since the start of 2013, English Premier League sides Swansea City and West Ham United have trained there, as well as Russian Premier League side Anzhi Makhachkala.

The DSC FA is the home for social and corporate league football, and Dubai TV’s football reality show The Victorious is filmed on site.

As a result of the agreement, Kellogg’s is now the exclusive cereal and healthy snacks partner for the DSC FA.