Phelps endorsing the new breakfast of champions

It's not a box of Wheaties and it certainly isn't Chocolate Covered Doughnuts. Michael Phelps locked a deal with Kellogg's to appear on a cereal box with a rooster and tiger, otherwise known as Corn Flakes and Frosted Flakes.

Kellogg Co. said Tuesday the boxes should be in grocery stores by the middle of September. The packages will include pictures of Phelps competing at the Olympic games in Beijing, where he won eight gold medals -- setting an all-time record for most golds at one Olympics.

Kellogg's is also an official sponsor of the U.S. Olympic Team and a sponsor of Phelps.

Naturally, the cereal isn't the only product to make Phelps a rich man as a result of his worldly exploits and achievements.

Phelps’ victories should earn him more than a few more endorsements. As previously reported on, the swimmer already has deals with PowerBar, Omega, AT&T Wireless, Kellogg’s, Visa and Speedo, who promised him a $1 million bonus if he won all eight medals.

For those unaware, the Kellogg Company houses its world headquarters in Battle Creek, Michigan, roughly 80 miles from Ann Arbor and the University of Michigan where Phelps attended college.

For his sake and the sake of the children, I hope Phelps appears in a television commercial alongside Tony the Tiger. That's the equivalent of street cred with the kiddies.

Don't act like you never ate a balanced breakfast with an imaginary talking tiger in the locker room after your hockey games as a kid. Just don't even go there.

Photo via Getty Images

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