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Skittles and Beast Mode Partnering Up

Marshawn Lynch Skittles

Lynch and Skittles decided to finally tie the knot

Seattle Seahawks star running back Marshawn Lynch is in the headlines for much more than his Media Day interview with Deion Sanders (see below).

Skittles announced Tuesday that they have officially agreed to an endorsement deal with Lynch.

Accordingly, the prominent candy brand introduced a limited edition “Seattle Mix” to their product line. These bags will not be found in stores, but rather at special events and locations. 

Skittles has also agreed to donate $10,000 for every touchdown Lynch scores in this Sunday’s Super Bowl XLVIII. The money will go directly to Marshawn’s child-centered charity: Fam First Foundation.

The Story Behind The Skittles


The Skittles craze began when the Oakland, California native was in Pop Warner football. His mother would give him the “power pellets” for a little boost before each game and ever since, Lynch has been spotted on the sideline of games with a bag of skittles.

Upon arriving to Seattle, fans quickly took notice to their new running back’s sideline ritual. In turn, they collectively decided to shower Lynch with Skittles following a touchdown. It stuck.

With 44 touchdowns throughout the past three seasons, it is all but a guarantee that Seattle fans will get the chance to rain Skittles down upon Lynch and Century Link Field. Surely Marshawn does not mind.

On top of securing what is guaranteed to be a lucrative endorsement deal, Beast Mode is also preparing for the biggest game of his seven-year career. With a win over the Denver Broncos, Lynch and his teammates would bring the Super Bowl trophy back to Seattle for the first time in the franchise’s 38-year existence.

Only time will tell if the “power pellets” can propel Lynch and company to center stage come Sunday evening in New Jersey.

ESPN’s business reporter Darren Rovell has more on this sweet deal.

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  1. Skittles and Beast Mode Partnering Up | News In Marketing - January 29, 2014

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