Published February 25, 2013
General Mills’ Wheaties cereal brand has signed on as a sponsor of the Tough Mudder endurance events. Under the deal, Wheaties becomes Tough Mudder’s official cereal partner, and the organization will appear on 2 million Wheaties boxes later this year. Wheaties branding will also be integrated into Tough Mudder events. Other Tough Mudder sponsors include Under Armour, Unilever’s Degree deodorant, and Dos Equis.