Skip navigation

Sports Biz

Sports Biz Video Gallery
CNBC's Darren Rovell discusses whether rookie sensation Jeremy Lin can revive the Knicks and, in turn, MSG, with CNBC's ...
CNBC's Darren Rovell has a preview of the parade and insight on what the Giants winning means for New York and New Jerse...
darren rovell's sports index
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...

Current DateTime: 12:59:46 11 Feb 2012
LinksList Documentid: 23279670
Expiration DateTime: 2/11/2012 1:00:30 AM

SPORTS BIZ SLIDESHOWS

» More

Current DateTime: 12:59:46 11 Feb 2012
LinksList Documentid: 37998722

DARREN ROVELL'S SPORTS INDEX

Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...
Loading...

ABOUT SPORTS BIZ

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
Text Size
By: Darren Rovell
Sports Business Reporter

Nastia Liukin
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.

So is the Wheaties strategy still working? Do athletes help sell cereal? Let's put it up for a vote: Take our poll, at left.

Questions?  Comments? 

© 2012 CNBC, Inc. All Rights Reserved


Current DateTime: 09:37:11 10 Feb 2012
LinksList Documentid: 29778428

Current DateTime: 02:33:42 10 Feb 2012
LinksList Documentid: 29779196

Current DateTime: 11:35:14 10 Feb 2012
LinksList Documentid: 29779197

Current DateTime: 02:56:31 10 Feb 2012
LinksList Documentid: 29779199
CNBCCNBC
About CNBC  |  Site Map  |  Video Reprints   |  Advertise  |  Help  |  Contact
Privacy Policy  |     |  Terms of Service  |  Independent Programming Report
  Data is a real-time snapshot  *Data is delayed at least 15 minutes
Global Business and Financial News, Stock Quotes, and Market Data and Analysis

© 2012 CNBC LLC.  All Rights Reserved.
A Division of NBCUniversal
Thomson ReutersThomson Reuters