When Seattle Seahawks running back Marshawn Lynch takes center stage at Super Bowl XLVIII, expect there to be as much talk about Skittles as there is about his on-field performance. Credit that to the endorsement agreement the eccentric star reached with the popular candy brand, according to ESPN's Darren Rovell.
Lynch has long been linked to Skittles due to the fact that fans at Seattle's CenturyLink Field shower him with the candy after he scores touchdowns. Per Rovell, Lynch's love affair with Skittles began when he was a child and his mother gave him the so-called "power pellets" before his Pop Warner games.
Lynch's mother, Delisa Lynch, discussed the origins of what has now become a very lucrative relationship in an interview with Clare Farsnworth of Seahawks.com in 2012.
When Marshawn was 12 or 13, we'd go to his games and I'd always have little candies in my purse. Before the game, I would say, "Here Marshawn, come and get you power pellets." I would give him a handful of Skittles and say, "Eat 'em up, baby. They're going to make you run fast and they're going to make you play good."
It may seem comical to think that eating Skittles could improve on-field performance. However, dietitian Emily Edison claims that some of the ingredients that make up the multicolored candy can help in that regard, according to Jamie Skorheim of MyNorthwest.com.
You know our athletes do need to have some sort kind of sugar or glucose coming in from food while they're playing. The Skittle candy does have that. It does have glucose in it, it has a little bit of fructose as well and those things together are going to give you a little extra energy on the field.
Skittles has received tons of publicity from Lynch as his profile has grown in recent years, and the brand felt it was time to strike a deal, according to Rovell.
Skittles gave Marshawn Lynch free product, but brand believed it had to do $ deal as publicity increased— darren rovell (@darrenrovell) January 28, 2014
It remains to be seen how Lynch will be utilized, but Skittles has already released a limited-edition "Seattle Mix," per Rovell.
As part of Marshawn Lynch deal, Skittles has produced a limited amount of this "Seattle Mix" pic.twitter.com/egfE9iMZSA— darren rovell (@darrenrovell) January 28, 2014
Lynch enjoyed a strong 2013 regular season that saw him score 14 total touchdowns, so the law of averages suggests that there is a good chance he'll find the end zone against the Denver Broncos on Feb. 2. If that is the case, then Skittles representatives will have plenty to smile about.
Who benefits most from the endorsement deal between Lynch and Skittles?
Since weather is a major concern ahead of the Super Bowl, a heavy dose of Lynch is to be expected. Having played in rainy Seattle and snowy Buffalo, he is used to performing in the elements, so don't be surprised if the Seahawks hitch their wagon to "Beast Mode."
At the same time, Denver had the league's No. 7 rush defense during the regular season, and it shut down a red-hot LeGarrette Blount in the AFC Championship Game against the New England Patriots. That means Lynch would be wise to down a few extra "power pellets" prior to the biggest game of his career.
Bringing Lynch into the fold is an obvious coup for a brand that already rates well in terms of popularity in the United States, according to Rovell.
With annual sales in the $150M range, Skittles is the 14th most popular candy in the US, according to @BW.— darren rovell (@darrenrovell) January 28, 2014
Lynch is one of the most intriguing players in the NFL due to his off-beat personality, and he also happens to be one of the most punishing and relentless running backs as well. That combination means that Lynch and Skittles are a match made in heaven.
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