In order to drive penetration against the healthy, active, outdoor, aspirational Nature Valley Granola Bar consumer, Paragon developed and manages a comprehensive sponsorship and sampling program, with golf and skiing as its two cornerstone activities. As the Official Natural Energy Bar of the PGA TOUR, almost 6 million granola bars, ball markers and tees are sampled each year at approximately 35 PGA TOUR and Champions Tour events. In addition, Nature Valley sponsors the PGA TOUR's Caddy Hat Program, providing hats to every caddy without a hat sponsorship. As the Official Natural Energy Source of the USSA, Vail Resorts, Aspen/Snowmass, Warren Miller and title sponsor of NASTAR, Nature Valley samples over 4 million bars and has a significant presence both on and off the mountain during the winter months. Nature Valley event footage is incorporated into each year's Warren Miller film, and with the USSA, Nature Valley owns the following events:
- Nature Valley Freestyle Cup (NBC)
- Nature Valley Freestyle Challenges 1, 2, 3 (Versus)

- Nature Valley U.S. Alpine Championships (Versus)
As a result of the above partnerships (in addition to partnerships with the AVP and National Park Foundation), this program has grown into the largest sampling program in General Mills history. While the category continues to expand and new, deep-pocketed competitors enter the market, Nature Valley's market share continues to grow as well.