Wheaties Honors Shaquille O'Neal; Special-Edition Package Honoring Miami Heat Center Will Hit Grocery Store Shelves Nationally This Week

Widely regarded as one of the most dominant players in NBA history, Miami Heat center Shaquille O'Neal was honored today with his own box of Wheaties, "The Breakfast of Champions." The package was unveiled at a press conference this afternoon at Miami's American Airlines Arena.

O'Neal's career accomplishments place him among the elite basketball players of all time. Drafted by the Orlando Magic out of Louisiana State University in 1992, he was named 1993 NBA Rookie of the Year and helped the Magic earn their first-ever playoff berth the following season. O'Neal then joined the Los Angeles Lakers in 1996, helping the team win three consecutive NBA titles in 2000, 2001, and 2002 while earning Finals MVP honors all three times. The 1999-2000 regular season MVP has played in every All-Star game since his rookie season of 1993, and earned NBA All-Defensive team honors in 2000, 2001, and 2003. He was traded from Los Angeles to the Heat in a multi-player deal before the 2004-2005 season.

In 1996, O'Neal was named one of the 50 Greatest Players in NBA History.

"I grew up idolizing the great athletes who were on the Wheaties box," O'Neal said. "That's why it's such an honor for me to become part of the Wheaties family."

"Shaquille O'Neal has distinguished himself as the most celebrated player in basketball today," said Eric Treschuk, Wheaties Marketing Manager. "We are thrilled to add him to the list of renowned athletes who have graced the cover of the Wheaties package through the years."

The new 18-ounce package will be available nationally beginning this week, and continues Wheaties' tradition of recognizing prominent NBA big men. Others who have appeared on the Wheaties package through the years include George Mikan, Kareem Abdul-Jabbar, Wilt Chamberlain, and David Robinson.

About Wheaties

Launched in 1924, Wheaties is the No. 1 whole-grain wheat flaked breakfast cereal in the category. The brand began its connection with sports in the mid-1930s with a sign on the left field wall at Nicollet Park near downtown Minneapolis. General Mills' broadcast arrangement with the minor-league Minneapolis Millers on WCCO Radio included the large outfield signboard that Wheaties would use to debut its new ad slogan: "Wheaties--The Breakfast of Champions." From that rather modest beginning, Wheaties has built a heritage that includes many of the greatest American athletes of all time. To learn more about "The Breakfast of Champions," visit www.wheaties.com.

About the NBA

With 30 teams in the United States and Canada, NBA games and related programming are broadcast to 214 countries in 43 languages. The NBA is a recognized leader in sports marketing currently maintaining a long list of fully integrated domestic and global marketing partnerships with the most recognizable brands in the world. For more information on the NBA, visit NBA.com.

The Breakfast of Champions(R) and Wheaties(R) are registered trademarks of General Mills.

SOURCE: General Mills

General Mills, Minneapolis Greg Zimprich, 763-764-7780 greg.zimprich@genmills.com or NBA Matt Bourne, 212-407-8093 mbourne@nba.com or Miami Heat Tim Donovan, 786-777-4465 tdonovan@heat.com

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