Serena Williams Scores Another Grand Slam: The Cover Of The Wheaties Box
Tuesday, June 25, 2019 at 09:26PM in Endorsements, Serena Williams, Wheaties, sports marketing, tennis

NYSJ Sports-Entertainment Business News Service

June 25, 2019:
Serena Williams, who appears on the cover of Forbes June 2019 special issue, “The World’s Richest Self-Made Women,” is now a cover star for Wheaties.

The tennis icon is on the cover of a limited-edition Wheaties box, which will be widely available nationally in the next several weeks.

“Serena exemplifies all of the personal attributes that Wheaties looks for when choosing who its next champion will be,” Tiffani Daniels, marketing manager for Wheaties, said via the General Mills brand.

“On the court she has been named the women’s most valuable player seven times, while off the court she uses her voice to inspire and spark change to make the world a better place.”

She follows in the packaging footsteps of some ionic athletes and celebrities who have appeared on the Wheaties box since 1934, when Lou Gehrig of the New York Yankees became the first athlete to be depicted.

In 1935, Babe Didrikson Zaharias became the first female athlete whose image was on a Wheaties box, but in 1984 gymnast Mary Lou Retton became the first woman athlete to actually appear on the cover of the box.

Among other tennis players who have appeared on the “Breakfast of Champions” cover are Chris Evert (1987), Arthur Ashe (1997), Pete Sampras ((2000), Althea Gibson (2001) and Andre Agassi (2004).

According to Williams, currently ranked No. 11 in the world, “I am so excited to be on the cover of the next Wheaties box.

“I have dreamt of this since I was a young woman and it’s an honor to join the ranks of some of America’s most decorated athletes. I hope my image on this iconic orange box will inspire the next generation of girls and athletes to dream big.”

Williams. who has 23 Grand Slams to her name, will be going for a record-tying 24th at Wimbledon (to reach Margaret Court’s all-time mark) in July or the tie or potentially set a new record at the U.S. Open in late August.

She is the only female athlete among Forbes’ 2019 "100 Highest-Paid Athletes" (No. 63, $29.2 million in winnings and endorsements, but not counting income from her private businesses).

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