Tim Cahill, the Australian midfielder widely regarded as one of the best players in the English Premier League, has signed an extension to his endorsement deal with food company Sanitarium.
Cahill will continue to be the face of the company’s Weet-Bix brand for the next four years, in a deal that will see him receive a seven-figure sum. At the same time, Sanitarium has extended its sponsorship of the Australian national team, for which Cahill also stars, and the Hyundai A-League for another three years.
The agreements will cover the 2010 World Cup in South Africa, Asian Cup qualifiers and many other international matches between now and 2011, as well as the next three seasons of the A-League, Australia’s top flight domestic soccer league.
“Like most kids in Australia, I grew up on Weet-Bix,” said Cahill. “I have aspired to be a great footballer but to be chosen as a Weet-Bix Kid is something I never would have imagined. I start my day with five Weet-Bix because it provides long lasting energy and the right nutrients to perform at my best. I would eat Weet-Bix anyway whether they pay me or not. It’s great to be a Weet-Bix Kid.”
Sanitarium general manager Rick Wilson added: “Weet-Bix is Australia’s number one breakfast cereal, and after the exceptional performance of Tim and the Qantas Socceroos at the 2006 FIFA World Cup, Australian football has seen an incredible increase in its participation and following. Australia’s largest health food company Sanitarium aims to educate and inspire kids to eat a healthy breakfast like Weet-Bix. Sponsorships of elite national sporting teams, like the Qantas Socceroos, and active role models, like Tim Cahill, exemplify good health and fitness that children aspire to.”
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