Alex Rodriguez to Be Featured on New Wheaties Box; Special-Edition Package Recognizes...

Alex Rodriguez to Be Featured on New Wheaties Box; Special-Edition Package Recognizes Yankees Third-Baseman and Reigning AL MVP



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Pittsburgh, PA–(HISPANIC PR WIRE – BUSINESS WIRE)–July 11, 2006–Wheaties, the Official Cereal of Major League Baseball, today unveiled a new special-edition package honoring Yankees third-baseman and reigning American League Most Valuable Player Alex Rodriguez. The new Wheaties package was announced in front of a crowd of cheering fans at a press conference this morning at the 2006 MLB All-Star FanFest(R) in Pittsburgh. Rodriguez joins a litany of Yankees greats who have appeared on the Wheaties package.

Rodriguez will play in his 10th Major League Baseball All-Star Game tonight at Pittsburgh’s PNC Park. He was named American League MVP in 2003 and 2005, has led the league home runs, batting average and RBI, and won American League Gold Glove Awards in 2002 and 2003 at shortstop. Rodriguez began his Major League Baseball career with Seattle in 1994, before moving to the Texas Rangers in 2001. He joined the Yankees in 2004.

“It’s an honor for me to join the great Yankees legends who have appeared on the Wheaties box through the years,” Rodriguez said. “Every athlete dreams about one day seeing themselves on the cover of the ‘Breakfast of Champions’ package.”

“Alex Rodriguez has distinguished himself as one of the best players in the game,” said Wheaties Marketing Manager Eric Treschuk. “It’s only fitting that this ten-time All-Star joins the Wheaties family at a great venue like the 77th Major League Baseball All-Star Game in Pittsburgh.”

“MLB is flattered that General Mills has selected the 77th Midsummer Classic to unveil a special-edition cover of the Wheaties Box featuring perennial All-Star Alex Rodriguez,” said Tim Brosnan, Executive Vice President, Business, Major League Baseball. “Since announcing our new partnership last year, the ‘Breakfast of Champions’ has presented us with an array of marketing initiatives designed to engage MLB fans and Wheaties consumers.”

The new 18-ounce Wheaties package is now available nationally. Rodriguez appeared on a package in 1998 along with eight other All Stars. Yankee great Lou Gehrig was the first athlete to appear on the Wheaties package, in 1934. Among the other Yankees who have appeared on the package through the years are Babe Ruth, Joe DiMaggio, Lefty Gomez, Bill Dickey, Charles “Red” Ruffing, Phil Rizzuto, Yogi Berra, Tom Tresh, Bobby Richardson, Bernie Williams, and Joe Torre.

Wheaties signed its landmark sponsorship deal with Major League Baseball Properties in 2004. Wheaties has executed five national boxes in those two plus seasons, and is a significant presence at Major League Baseball Jewel Events.

About Major League Baseball Properties

The Major League Baseball Clubs formed Major League Baseball Properties (MLBP) in 1966 as the Club’s agent for marketing and trademark licensing and protection. Major League Baseball Properties is responsible for managing consumer licensing activities, developing national advertising campaigns, cultivating sponsorship opportunities with major consumer brands and corporations, growing the game and the business of baseball outside the United States and creating national marketing programs in conjunction with Clubs, broadcast rightsholders and national sponsors. MLBP also operates a full-service video and audio production unit (Major League Baseball Productions), a publishing division and stock photo licensing agency, and manages logistics for the All-Star Game and World Series as well as all other special events. For more information, log on to http://www.mlb.com.

About Wheaties, “The Breakfast of Champions”

Wheaties is “The Official Breakfast Cereal of Major League Baseball.” Launched in 1924, Wheaties is the No. 1 whole-grain wheat flaked breakfast cereal in the country. The brand began its association with sports in the mid-1930s with a sign on the left field wall at Nicollet Park near downtown Minneapolis. General Mills’ broadcast deal with the minor league Minneapolis Millers on WCCO Radio included the large signboard that Wheaties would use to introduce its new ad slogan: “Wheaties–The Breakfast of Champions.” From that rather humble beginning, Wheaties has built a heritage that includes many of the greatest athletes of all time. Learn more at http://www.wheaties.com.

THE BREAKFAST OF CHAMPIONS(R) AND WHEATIES(R) ARE REGISTERED TRADEMARKS OF GENERAL MILLS.

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Alex Rodriguez to Be Featured on New Wheaties Box; Special-Edition Package Recognizes Yankees Third-Baseman and Reigning AL MVP