Well, duh: Marshawn Lynch signs endorsement deal with Skittles
In a development that only is remotely surprising because it hasn’t been done yet, Skittles and Marshawn Lynch have put pen to paper and signed an exclusive endorsement deal.
The Seattle Seahawks running back and the fruity candy — Lynch refers to them as “power pellets” — have long been associated due to his affinity for munching on them on the sidelines. He credits his mother for his obsession with the sweet treat.
“When Marshawn was 12 or 13, we’d go to his games and I’d always have little candies in my purse,” Lynch’s mother explained in a 2012 report on Seahawks.com. “Before the game, I would say, ‘Here Marshawn, come and get you power pellets.’
“I would give him a handful of Skittles and say, ‘Eat ’em up, baby. They’re going to make you run fast and they’re going to make you play good.”
And the rest is “Beast Mode” history.
Terms were not disclosed by the company, but Darren Rovell reports that Lynch will be compensated and for every touchdown the running back scores in Super Bowl XLVIII, $10,000 will be donated to Lynch’s Fam First Foundation.
Skittles figures to benefit greatly by finally aligning its product with Lynch, especially in light of the running back set to take the biggest stage in sport on Sunday.
Striking a deal with Lynch still could turn into a bargain for the brand. Last week, media monitoring company Kantar Media told Ad Age that Lynch’s presence in the Super Bowl could be worth as much as $5 million to Skittles.
As part of its deal with the running back, Skittles also will be auctioning off a Skittles-covered football helmet and football, and a Skittles-covered megaphone, to honor Seattle’s 12th man.
To commemorate the agreement, Skittles has released a “Seattle Mix,” a limited edition release that only contains blue and green candies.
Seattle-area supermarkets and stores have had difficulty keeping Skittles in stock and fans routinely shower Lynch with the candy whenever he makes it to the end zone.
Seattle’s Skittles Mania reached its gastrointestinal zenith — albeit bizarrely — when an area butcher shop began selling “Beast Mode Hot Skittles Sausage”, a sausage available for a limited time that features, of course, Skittles, all ground-up as part of its many ingredients.
(Skittles image courtesy of Wm. Wrigley Jr. Company)