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.