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Darren Rovell brings you his unique take on the business of sports: a multi-billion dollar global industry and obsession full of personalities and products. On Sports Biz, Darren will give you his up-to-date take on everything from salaries to endorsement deals to marketing and promotions, trades and tirades – in short, everything that makes sports so exciting.

Will Nastia Liukin Make Kids Eat Their Wheaties?

Published: Thursday, 28 Aug 2008 | 11:24 AM ET

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By: Darren Rovell
Sports Business Reporter

Source: Businesswire.com
Nastia Liukin
General Mills [GIS Loading... () ] announced today that gold medal gymnast Nastia Liukin and gold medal decathlete Bryan Clay will grace its famous Wheaties boxes in a couple of weeks.

It is the "Breakfast of Champions," of course, but who is eating it these days? To be honest, the only reason why I ever bought a Wheaties box is as a collector's item. And despite being extremely influenced as a kid by the endorsements of athletes, the motto or the athlete on the box never convinced me to eat a single bowl.

The folks at General Mills who manage the Wheaties brand still think it's worth it to associate the cereal with athletes -- even though it's worth noting that they no longer pay to officially sponsor to the United States Olympic Team.

That tab was picked up by their competitor Kellogg's [K Loading... () ], which is putting Michael Phelps on its Corn Flakes and Frosted Flakes.