WHEATIES DEAL ONE ASPECT OF ARMSTRONG'S GENERAL MILLS PACT

          Lance Armstrong "received an endorsement fee of about"
     $25,000 for his appearance on a new Wheaties box, and
     Armstrong plans to donate the funds to the Lance Armstrong
     Foundation, according to Suzanne Halliburton of the Austin
     AMERICAN-STATESMAN.  The cereal box will be "distributed
     nationally" and will "hit stores this week."  Armstrong's
     agent Bill Stapleton said Armstrong signed an "exclusive
     rights" deal with General Mills that runs through the end of
     2000.  While Stapleton declined to say how much the total
     deal was worth, Halliburton wrote that "recent similar deals
     with Armstrong have paid him in the six-figure range." 
     Armstrong's photo will appear on another Wheaties box next
     spring "in conjunction" with General Mills' "Spoonfuls of
     Hope" campaign, and a "portion of the cereal sales" will
     benefit the American Cancer Society.  Additionally,
     Armstrong, along with his wife Kristin and "possibly" his
     newborn son Luke, will appear in a Wheaties TV spot next
     year (Austin AMERICAN-STATESMAN, 10/20).