For Immediate Release
February 16, 2007
Contact Information
Wheaties Public Relations
Greg Zimprich, 763-764-7780
greg.zimprich@genmills.com
or
Tara Johnson, 763-764-4069
tara.johnson@genmills.com
or
NBA
Matt Bourne, 212-407-8093
mbourne@nba.com
(BW)(NV-WHEATIES)(GIS) Wheaties Honors NBA Legend Bill Russell
Special-edition package honoring the ''Champion of Champions'' commemorates Black History Month
LAS VEGAS--(BUSINESS WIRE)--Feb. 16, 2007--Bill Russell was honored today by Wheaties(R), "The Breakfast of Champions(R)," with a new limited-edition package featuring the legendary NBA Champion. The new Wheaties package, unveiled today at a press conference during NBA All-Star 2007 in Las Vegas, continues Wheaties' tradition of honoring renowned African-American athletes for Black History Month, and in Russell's case also the first African-American head coach/manager in American major league sports. It also celebrates the greatest run in professional sports history - Russell's 8 consecutive titles and 11 overall titles in 13 seasons as the cornerstone of the storied Boston Celtics.
His reputation as the ultimate winner was established at the University of San Francisco, leading the Dons to back-to-back national championships after which he captained and led the U.S. basketball team to a gold medal at the 1956 Melbourne summer games. His leadership and success on and off the court continued over the years, evidenced by more championship rings than fingers on both hands, and the highest respect from players and fans alike.
As one of the greatest superstars in NBA history, Russell redefined the way the game is played, adopting a team effort above everything philosophy, and demonstrating how basketball can be won on the defensive end of the court. His well-deserved individual accolades are impressive, including five NBA MVP Awards, 12 NBA All-Star selections, one of the 50 Greatest Players in NBA History and election into the Naismith Memorial Basketball Hall of Fame, to name a few.
"It's an honor for me to join other great legends in many sports who have appeared on the Wheaties box through the years," Russell said. "I'm pleased to be part of some truly remarkable company."
"Bill Russell has distinguished himself as a basketball icon, not only having become one of the best players ever to have played the game, but universally acknowledged as the best team player to have played the game," said Dan Stangler, Wheaties marketing. "It's only fitting that this legendary All-Star joins the Wheaties family at a great venue like NBA All-Star 2007 in Las Vegas."
This marks the first Wheaties appearance for Russell. Other Wheaties Black History Month honorees have included Muhammad Ali, Hank Aaron, Jackie Robinson, Josh Gibson, Satchell Paige, James "Cool Papa"
Bell, Althea Gibson, Arthur Ashe, Walter Payton and Julius "Dr. J"
Erving. The new 18-ounce Wheaties package is now available nationally.
Following the closing of Boston Garden in the spring of 1995, Wheaties featured six legendary Celtics including coach Red Auerbach, Larry Bird, Bob Cousy, John Havlicek, K.C. Jones, and JoJo White.
Celtics appearing individually on the Wheaties box over the years have included Bob Cousy (1956), K.C. Jones (1967) and Larry Bird (1993). In addition, John Havlicek appeared on the Wheaties box in 1972 as part of the NBA All-Star box.
About the NBA
The NBA, founded in 1946, is a global sports and entertainment brand that features 30 teams in the United States and Canada. During the 2005-06 season, the NBA distributed 45,000 hours of programming to
215 countries and territories in 41 languages. The league's worldwide reach can also be seen with 83 international players on NBA rosters.
Domestically, the NBA broadcasted 142 games on national television this past season on ABC, TNT, ESPN and ESPN2, and eclipsed attendance records for the third consecutive season.
About Wheaties, "The Breakfast of Champions"
Wheaties is "The Official Breakfast Cereal of the NBA." Launched in 1924, Wheaties is the No. 1 whole-grain wheat flaked breakfast cereal in the country. The brand began its association with sports in the mid-1930s with a sign on the left field wall at Nicollet Park near downtown Minneapolis. General Mills' broadcast deal with the minor league Minneapolis Millers on WCCO Radio included the large signboard that Wheaties would use to introduce its new ad slogan: "Wheaties--The Breakfast of Champions." From that rather humble beginning, Wheaties has built a heritage that includes many of the greatest athletes of all time. Learn more at www.wheaties.com.
THE BREAKFAST OF CHAMPIONS(R) AND WHEATIES(R) ARE REGISTERED TRADEMARKS OF GENERAL MILLS.
MULTIMEDIA AVAILABLE:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5332352
His reputation as the ultimate winner was established at the University of San Francisco, leading the Dons to back-to-back national championships after which he captained and led the U.S. basketball team to a gold medal at the 1956 Melbourne summer games. His leadership and success on and off the court continued over the years, evidenced by more championship rings than fingers on both hands, and the highest respect from players and fans alike.
As one of the greatest superstars in NBA history, Russell redefined the way the game is played, adopting a team effort above everything philosophy, and demonstrating how basketball can be won on the defensive end of the court. His well-deserved individual accolades are impressive, including five NBA MVP Awards, 12 NBA All-Star selections, one of the 50 Greatest Players in NBA History and election into the Naismith Memorial Basketball Hall of Fame, to name a few.
"It's an honor for me to join other great legends in many sports who have appeared on the Wheaties box through the years," Russell said. "I'm pleased to be part of some truly remarkable company."
"Bill Russell has distinguished himself as a basketball icon, not only having become one of the best players ever to have played the game, but universally acknowledged as the best team player to have played the game," said Dan Stangler, Wheaties marketing. "It's only fitting that this legendary All-Star joins the Wheaties family at a great venue like NBA All-Star 2007 in Las Vegas."
This marks the first Wheaties appearance for Russell. Other Wheaties Black History Month honorees have included Muhammad Ali, Hank Aaron, Jackie Robinson, Josh Gibson, Satchell Paige, James "Cool Papa"
Bell, Althea Gibson, Arthur Ashe, Walter Payton and Julius "Dr. J"
Erving. The new 18-ounce Wheaties package is now available nationally.
Following the closing of Boston Garden in the spring of 1995, Wheaties featured six legendary Celtics including coach Red Auerbach, Larry Bird, Bob Cousy, John Havlicek, K.C. Jones, and JoJo White.
Celtics appearing individually on the Wheaties box over the years have included Bob Cousy (1956), K.C. Jones (1967) and Larry Bird (1993). In addition, John Havlicek appeared on the Wheaties box in 1972 as part of the NBA All-Star box.
About the NBA
The NBA, founded in 1946, is a global sports and entertainment brand that features 30 teams in the United States and Canada. During the 2005-06 season, the NBA distributed 45,000 hours of programming to
215 countries and territories in 41 languages. The league's worldwide reach can also be seen with 83 international players on NBA rosters.
Domestically, the NBA broadcasted 142 games on national television this past season on ABC, TNT, ESPN and ESPN2, and eclipsed attendance records for the third consecutive season.
About Wheaties, "The Breakfast of Champions"
Wheaties is "The Official Breakfast Cereal of the NBA." Launched in 1924, Wheaties is the No. 1 whole-grain wheat flaked breakfast cereal in the country. The brand began its association with sports in the mid-1930s with a sign on the left field wall at Nicollet Park near downtown Minneapolis. General Mills' broadcast deal with the minor league Minneapolis Millers on WCCO Radio included the large signboard that Wheaties would use to introduce its new ad slogan: "Wheaties--The Breakfast of Champions." From that rather humble beginning, Wheaties has built a heritage that includes many of the greatest athletes of all time. Learn more at www.wheaties.com.
THE BREAKFAST OF CHAMPIONS(R) AND WHEATIES(R) ARE REGISTERED TRADEMARKS OF GENERAL MILLS.
MULTIMEDIA AVAILABLE:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=5332352
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