Mariners CF Ken Griffey Jr. has signed a three-year
deal with MA-based Ultimate Energy to endorse its adult
vitamin supplement "The Edge" and two upcoming "kid-targeted
vitamin/nutrition sports performance products," according to
Terry Lefton of BRANDWEEK. Sources put the deal "in the low
six figures plus a percentage of sales." Griffey will
support the effort through "personal and media appearances,
autograph signing and participation in an annual 'win a day
with Ken Griffey Jr.' promo." Lefton adds that full ad
plans are "incomplete." Ultimate Energy will launch the
products at the MLB All-Star Fan Fest in Boston, and "The
Edge" will hit retail later this fall (BRANDWEEK, 6/28).
THE TWO JAKES: NY-based food company Famous Fixins
formally announced a deal yesterday with Cardinals QB Jake
Plummer to create a frosted corn flakes cereal called
"Jake's Flakes," according to Tim Tyers of the ARIZONA
REPUBLIC. All of the sale proceeds will go to the Jake
Plummer Foundation. Initial plans are to market the cereal
in AZ and ID beginning in August and throughout the NFL
season. Famous Fixins President Jason Bauer: "Jake is our
first NFL player and we couldn't be more pleased. He is
kind of a Golden Boy in Arizona and the Number 1 name in the
market." Random 20-oz. cereal boxes will include "instant
winner redemption cards" offering autographed Plummer
memorabilia, as well as "meet and greet cards" which provide
a "private audience" with the Cards' QB. Plummer has also
signed deals with Sprint and Puma (ARIZONA REPUBLIC, 6/30).
ASTROS' TRIO: In Houston, Greg Hassell writes that
Famous Fixins will release "Houston's Triple Play" cereal
today, with boxes featuring Astros players Jeff Bagwell,
Craig Biggio and Ken Caminiti "standing together, eating the
cereal out of an Astros batting helmet." Bauer, on the
cereal ranging from $3.49-4.49: "We've discovered a niche
that hasn't been explored" (HOUSTON CHRONICLE, 6/30).
ANYBODY PARCH-ED? Broncos WR Ed McCaffrey "has launched
his own line" of soft drinks, "Breakaway," to hit stores
this week. Big Shot Enterprises, formed by McCaffrey's
marketing agent Joe Ptacek and "beverage industry veteran"
Fred Scherrer, is promoting the six-packs of caffeine-free
orange cream soda and cream root beer. Pittsburgh-based
Public Label Brand Sports handled McCaffrey's mustard and
cereal endeavors (ROCKY MOUNTAIN NEWS, 6/30).
