Parents Who Coach Say There's More to Winning Than Just the Score
New Guide From Kellogg's Frosted Flakes(R) Helps Coaches Elevate Their Game

BATTLE CREEK, Mich., Oct. 4 /PRNewswire-FirstCall/ -- Help wanted: someone willing to stay up late to perfect the playbook, demonstrate a lot of patience and truly believe that winning is measured by more than just the final score. Does this sound like a rewarding job description? It does to parents who coach youth sports teams according to a recent survey commissioned by Kellogg's Frosted Flakes(R) and conducted by Equation Research. While 78.6 percent of respondents feel that winning is an important part of sports, only 2.9 percent viewed it simply as winning the game. The majority contend that winning means working together as a team, trying your best and having fun.

To help parents and coaches have a successful season, Kellogg's Frosted Flakes teamed up with renowned coaching expert Rick Wolff to develop a downloadable Guide for Coaches available on This guide combines the feedback of parents who coach with advice from Wolff and other professional coaches to provide information on teaching good sportsmanship, preparing for a positive experience and meeting the expectations of kids and parents.

"While coaching youth sports is a big responsibility, it can offer unparalleled rewards," said Rick Wolff, chairman, The Center for Sports Parenting. "As a coach, you have a terrific opportunity to be a positive influence on kids by helping them learn, grow and have fun."

Fifty-four percent of coaches said that dealing with demanding parents was one of the main challenges they face as a coach, according to the survey. Other obstacles include motivating parents to support their children/team (39.3 percent) and dealing with difficult children (33.5 percent). But the return makes it all worthwhile. In fact, nearly all coaches (97.1 percent) are satisfied with their coaching experience and the majority (61.2 percent) feel the most rewarding parts of the job are spending more time with their children and seeing kids' excitement as they learn and improve.

The Guide for Coaches is also designed to offer adults insight and tips to help kids "Earn Your Stripes(TM)," by taking their game to the next level. This concept is particularly important during the school year when children must balance schoolwork and sports. Earn Your Stripes(TM) means kids:

  --  WORK HARD - by believing in themselves and doing their best to
      overcome challenges and accomplish goals
  --  EAT RIGHT - by starting the day with a complete breakfast and eating
      foods that give them the energy they need to stay active

Visit for more survey highlights or to download the Guide for Coaches. From there, you can also link to, the first-ever, for-kids-by-kids sports environment called the Earn Your Stripes(TM) Sports Page, created by Kellogg's Frosted Flakes and ESPN.

About the Survey

The study was conducted by an independent market research firm, Equation Research (, among a national sample of respondents. To participate in the survey, respondents must currently coach a youth team (ages 14 or younger) or have coached a youth team in the past 2 years. The study was conducted July 27 - August 3, 2007. A total of 206 qualified surveys were received. The margin of error for total responses is +/- 6.8%.

About Rick Wolff

Rick Wolff is a nationally recognized expert in the field of sports psychology and sports parenting. Often quoted by the media about the issues that face today's athletes, Wolff has written and lectured widely on the psychological pressures that accompany America's passion for sports. From 1995 to 2007, Wolff wrote hundreds of widely acclaimed prescriptive columns on sports parenting that ran in Sports Illustrated. He also serves as the chairman of the prestigious Center for Sports Parenting, the nation's leading resource on sports parenting issues.

About the Kellogg Company

With 2006 sales of almost $11 billion, Kellogg Company (NYSE:K) is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit snacks, frozen waffles, and veggie foods. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Special K, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr's, Plantation, Ready Crust and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit the Kellogg's Web site at

FCMN Contact:

Source: Kellogg Company

CONTACT: Beth Gordon, Hunter Public Relations, +1-212-679-6600 x261,; Kris Charles, Kellogg Company, +1-269-961-3799,

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