Seahawks’ Marshawn Lynch scores Skittles deal

The Seattle Seahawks' Marshawn Lynch tries to run past San Francisco 49ers' Aldon Smith during the second half of the NFL football NFC Championship game Sunday, Jan. 19, 2014, in Seattle. Elaine Thompson, AP

When it comes to endorsement deals, Marshawn Lynch has found the pot at the end of the rainbow -- the Skittles rainbow, that is.

The Seattle Seahawks running back has long garnered fan affection for his quirky habit of munching on the colorful candies from the sidelines. Now, he’s also getting the green through an endorsement deal with the Wrigley-owned candy. 

Helping secure the deal is the fact that Lynch and his team will be playing in the Super Bowl on Sunday, Feb. 2, as they face off against the Denver Broncos.  

The brand is introducing a limited-edition “Seattle Mix,” which features the blue and green colors of the Seahawks. Starting  Wednesday, fans can bid in an auction for the special Skittles before the Super Bowl, with all of the proceeds going to benefit Lynch’s charity, the Fam 1st Family Foundation.

"The unfolding love story between Marshawn, his fans and Skittles has been an incredible and well-documented ride," a Wrigley spokeswoman said in a statement. "We're thrilled to have a deal in place with Marshawn."

Lynch’s Skittles habit started when he was a kid and his mother gave him what she called “power pellets” before a game. As a professional, Lynch’s kid-like obsession inspired fans to shower him with the candy after he scored touchdowns, notes Bleacher Report.  

The candy maker had already benefited from Lynch’s loyalty long before the deal was secured. The total value of his sideline munching could have been worth $5 million in advertising value, Advertising Age reports. 

Terms of the agreement with Wrigley weren’t disclosed, but Lynch will receive financial compensation, notes ESPN. Skittles will also donate $10,000 to Lynch’s charity for every touchdown he scores in Sunday’s game. 

  • Aimee Picchi

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