2011-05-18 / Mideast

NBA’s Omri Casspi gets cereal deal


The face of Israel’s first and only NBA player will be seen soon in his native land endorsing the “Cornflakes of Champions.”

Omri Casspi, who plays for the Sacramento Kings, has a long way to go before he graces a box of Wheaties, but he will earn $200,000 for pushing Telma cornflakes, dubbed the “Cornflakes of Champions.”

Casspi formerly played with the championship Maccabi Tel Aviv team.

“We want to express the meaning of the message, ‘the power to succeed,’” Unilever Israel marketing manager Ruth Salomon-Goldberg told the Israeli business daily Globes, adding that “Casspi is one of the persons best identified with Israeli success” and that the link between him and the Telma cereal brand “is natural.”

Casspi said that he grew up with Telma, like most Israelis.

“It is part of my home and family,” he said. “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.” (JTA)

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