Gold medal triathlete signs Cheerios deal

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VANCOUVER, British Columbia--Olympic gold medal triathlete Simon Whitfield of Canada has signed his first post-Games endorsement deal, which will see him appear on commemorative boxes of Cheerios cereal.

Mr. Whitfield won the first men's Olympic triathlon at last month's Games and had just arrived back in Canada from Australia when Cheerios marketer GeneralMills announced the multi-year deal. Other details were not immediately available.

General Mills already sponsors a variety of Canadian Olympic athletes and featured them on Cheerios boxes leading up to the Games; among them is wrestler Daniel Igali, who in Sydney added Olympic gold to his world championship title. Canada won just three gold medals in this summer's Olympics -- in men's triathlon, wrestling and men's doubles tennis.

Copyright October 2000, Crain Communications Inc.

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