Wheaties lands Tiger Woods for endorsement
deal
By RON SIRAK / AP Golf Writer
NEW YORK (AP) -- The breakfast of the Masters champion is Wheaties.
Tiger Woods' newest commercial tie-in will be with General
Mills as he becomes the eighth athlete to be a permanent representative
of the cereal, sources told The Associated Press on Friday.
Representatives for Woods' agency, International Management
Group, and General Mills refused to discuss the matter.
But General Mills planned a news conference for Monday at The
Official All-Star Cafe at Disney's Wide World of Sports complex
in Orlando, Fla., to announce its newest permanent champion. Woods
lives in Orlando and is a part owner of the restaurant.
"There is a multiyear deal and it will be announced on
Monday," said one source in the business community familiar
with the plans, speaking on condition of anonymity. "Tiger
will become a spokesman for Wheaties."
A second source said Woods will be promoted as one of the handful
of athletes selected by Wheaties to be a permanent spokesman for
the cereal. Many others have appeared on regional versions of
the cereal box or appeared on the box in limited runs.
Olympic pole vaulter Bob Richards was the first permanent representative
for the cereal billed as "the breakfast of champions,"
appearing on the box in the 1950s.
Others include Bruce Jenner, Mary Lou Retton, Chris Evert,
Pete Rose and Walter Payton. Michael Jordan was the last permanent
spokesman chosen and he was selected 10 years ago.
Payton, Jenner, Retton and Richards will be at the news conference
on Monday, the cereal maker said.
Woods will be paid for his endorsement of the product through
contributions by General Mills to the Tiger Woods Foundation,
which helps minority youth get involved in golf, one source said.
Woods has signed well over $100 million in endorsements since
turning pro in August of 1996, including deals with Nike, Titleist,
American Express and Rolex.
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