Tough Stuff: Ironman Triathlon Now Fueled By Wheaties Fuel Cereal

June 25, 2010: General Mills said it has signed a deal making its Wheaties Fuel the official cereal of the Ironman Triathlon. Financial terms were not disclosed.

Wheaties Fuel will support its role with the Ironman Triathlon with national TV, print and online advertising. The brand will also have such onsite activation at upcoming Ironman and Ironman 70.3 events as signage, sampling stations and a presence at the finish line "to help loved ones encourage their winners through the finish."

Wheaties Fuel joins other Ironman Triathlon marketing partners including Ford Motor Co., PowerBar, Timex and Gatorade. Media partners include NBC Universal's roster of networks.

With more than 50 qualifying events worldwide, “The Ironman” is regarded as the world’s most challenging endurance event, consisting of a 140.6-mile journey, including a 2.4 mile swim, 112 mile bike ride and 26.2 mile full-marathon distance run. Florida-based World Triathlon Corp. is the owner and organizer of Ironman and Ironman 70.3 branded-events.

“Wheaties is known for being the ‘Breakfast of Champions,’ which makes it the only choice for Ironman competitors,”  Ben Fertic, CEO for Ironman, said in a statement. “There is no other cereal brand that offers the state-of-the-art nutrition to help today’s world-class athletes train for success like Wheaties Fuel.”

Wheaties Fuel was developed in 2009 with the help of Peyton Manning, triathlete Hunter Kemper, Kevin Garnett, gold medal-winning decathlete Bryan Clay, Albert Pujols and sports nutritionist Dr. John Ivy.

According to Wheaties marketing manager Dan Stangler, Wheaties Fuel was chosen as the official cereal of the Ironman Triathlon for its ability to provide professional and aspiring Ironman athletes with the energy-delivering nutrients needed to reach the highest levels of athletic performance.

“Like the Ironman Triathlon, Wheaties Fuel was conceived to help athletes achieve their highest level of performance,” said Stangler. “Ironman athletes reinforce the Ironman inspirational mantra that states ‘anything is possible.’”

Wheaties Fuel Hits Shelves, Peyton Manning Commercial Hits TV

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