NEW YORK -- A special 48-page issue of Sports Illustrated, "Sports Illustrated Future Legends -- the 20 Brightest Young Stars in Sports," has been packaged using shrink-wrap with the cereal boxes for Wheaties and Honey Gold Wheaties. The boxes are expected to be on the store shelves through June. "This promotion is part of an ongoing project that takes sports marketing in many directions," said a spokesman at Sports Illustrated, in which General Mills, Minneapolis, advertises its Wheaties brand.

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

Why Register for FREE?

Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick.  What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
 

Click here to read the FAQ page if you have any questions (opens in a new window)
 

Attention Paid Print Subscribers:  While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.