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More on Wheaties

With the University of Florida’s first-ever appearance on a Wheaties box, we took the opportunity to explore the history of Wheaties and sports in a story in today's paper.

A reader correctly pointed out that I left out at least one prominent athlete with South Florida ties: Michael Irvin. The sidebar of fun Wheaties facts omits Irvin, who was featured on three Wheaties boxes with the 1993, 1994 and 1996 Super Bowl champion Dallas Cowboys. The St. Thomas Aquinas and University of Miami wide receiver should have made our list.

In studying the one-page promotional proposal outlining UF’s agreement with Wheaties to make way for the men’s basketball team’s appearance on a box, it’s clear these kinds of deals are struck early contingent upon a team winning a championship. UF signed the proposal, which reads: “If Florida wins the 2007 NCAA Men’s Basketball Tournament, Wheaties would like to feature Florida on a Wheaties Men’s Basketball National Champions box,” in February.

UF also signed off on the artwork, which in this case was a generic piece of art showing hands - and an arm with a blue and orange wristband that UF doesn't wear - cutting down a basketball net on the front and the Gators mascot on the back. NCAA guidelines generally prohibit player images from being used in most commercial endeavors. Under the agreement with Wheaties, UF receives $25,000 for the initial run of 560,000 boxes and another $7,500 for each additional run of 100,000 boxes.

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About the Author

SARAH TALALAY
After a decade as a news reporter in New Jersey, Southern California, Chicago and South Broward, Talalay decided to trade in covering meetings about city government and schools for meetings about sports deals and stadium finance...

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