Marshawn Lynch's much publicized consumption of Skittles candies has reportedly landed the Seattle Seahawks running back a Super Bowl Week endorsement deal.
ESPN's Darren Rovell reports Skittles manufacturer Mars will announce a deal that will pay Lynch an undisclosed endorsement fee and include a $10,000 donation to his Fam First Foundation every time he scores a touchdown in Sunday's Super Bowl. Skittles reportedly also will auction off a Skittles-covered football helmet and football and a Skittles-covered megaphone to honor Seattle's 12th man.
Striking a deal with Lynch still could turn into a bargain for the brand. Last week, media monitoring company Kantar Media told Ad Age that Lynch's presence in the Super Bowl could be worth as much as $5 million to Skittles.
Lynch's Skittles connection began when he was a kid. His mother gave him the rainbow colored candies as "power pellets" to help boost his performance and as a reward after touchdowns.
BURKE: Pete Carroll thinks NFL should allow medicinal marijuana Some Seattle-area supermarkets have reported running out of the candy on home game weekend as Seahawks fans purchased bags to throw "rainbow showers" on Lynch every time he scores a touchdown.