Casspi gets his own ‘breakfast of champions’ deal

NBA star wins $200,000 Telma endorsement: “Casspi is one of the people best identified with Israeli success."

Casspi 311 Reuters (photo credit: REUTERS)
Casspi 311 Reuters
(photo credit: REUTERS)
Israeli basketball player Omri Casspi, who plays for the NBA’s Sacramento Kings, is set to endorse the “cornflakes of champions” and get well paid for it.
Globes reported that Casspi will earn $200,000 for use of his image on a series of ads for Telma’s Cornflakes of Champions.
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“The Telma brand is one of Israel’s oldest and leading cereal brands. As part of brand development, we want to express the meaning of the message, ‘the power to succeed,’” said Ruth Salomon- Goldberg, marketing manager for Unilever Israel, Telma’s parent company.
“Casspi is one of the people best identified with Israeli success, and the link between him and the Telma cereal brand – the leading Israeli cereal brand – is natural.
We’re sure that Casspi will help strengthen our connection with consumers.”
Casspi said, “Telma is a brand that I, like most Israelis, have grown up with since childhood. It is part of my home and family. For me, the connection with Telma, and especially the message it will convey – the power to succeed – is natural, and I am glad for the opportunity.”
Former Maccabi Tel Aviv forward Casspi became the first Israeli to play in the NBA at the start of the 2009/10 season.
His season ended on a sour note this year, as he spent more time on the bench and wound up in a public battle with Sacramento coach Paul Westphal over his desire to be traded.