Seattle Seahawks running back Marshawn Lynch will sign a formal endorsement deal with Skittles, becoming the first athlete the brand has paid to market its candy.
Skittles will reportedly “donate $10,000 to Lynch’s Fam First Foundation for every touchdown he scores in Sunday’s Super Bowl” as well. Lynch’s presence in the Super Bowl, according to media monitoring company Kantar Media, “could be worth as much as $5 million to Skittles.”
ESPN reported that “to celebrate the partnership, Skittles has made limited edition packages of a ‘Seattle Mix,’ a bag the brand will hand out this week that includes only candies of blue and green colors.”
Seahawks fans give Lynch “rainbow showers” with Skittles, which Lynch calls his “power pellets,” when he scores a touchdown. A “Beast Mode” burger is sold at Seattle’s CenturyLink Field.
Lynch reportedly had a deal with the company in which Skittles just provided him with free candy.