Group Created with Sketch.
Volume 24 No. 112
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Consumer Promotion Places UFC's Anthony Pettis On Wheaties Box

The Wheaties NEXT Challenge consumer initiative has landed UFC fighter Anthony Pettis on the box of the General Mills cereal brand starting in early '15. This marks the first time in Wheaties' 91-year history that it has allowed consumers to choose the athlete who will appear on the packaging. More than 71,000 people participated, with fans of Pettis logging a total of 324,025 workouts. A total of more than 873,000 workouts were logged.

Meanwhile, the House of Marnier Lapostolle today announced a deal with UFC fighter Cain Velasquez, who will endorse its new GM Titanium brand of cognac. Velasquez will engage with fans via personal appearances, one-on-one training sessions and social/digital media activations.

Also today, MindBody has signed UFC fighter Tyron Woodley to endorse its Martial Arts Business Management Software (THE DAILY).