• Ad Age , Friday, November 21, 2008 10:15 AM

Record-setting Olympic champion Michael Phelps has signed an exclusive fast-food contract with Subway -- a surprising development, Emily Bryson York reports, because the swimmer openly campaigned for a relationship with McDonald's during the Summer Olympics in Beijing. He will represent the brand "across all marketing channels" in a campaign touting the chain's variety of offerings.

"We knew Michael Phelps was a big fan of our sandwiches and we wanted to build on that with him to illustrate that Subway is a brand that can play a role in helping everyone -- from elite athletes to weekend joggers -- perform at their peak levels and make healthier, smarter choices about food, whatever the activity," says Tony Pace, chief marketer for the Subway Franchisee Advertising Fund, in a statement.

Phelps spurned General Mills' Wheaties in August for an exclusive cereal deal with Kellogg. He also pitches for Visa, Speedo and Rosetta Stone.

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