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General Mills' Wheaties Fuels Ironman Triathlon

General Mills said it has signed a deal making its Wheaties Fuel the official cereal of the Ironman Triathlon, reports Barry Janoff.

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.

Read the whole story at NY Sports Journalism »

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