Every time Marshawn Lynch scores a touchdown in Seattle, the Skittles rain down on the endzone. The Seahawks running back also eats the candy for fuel in games.
Up until now, Lynch has been an informal spokesman for the candy. Skittles announced a formal deal with the player Tuesday.
The specific terms of the deal aren't known, but Skittles announced that Lynch's charity, Fam First Foundation, will receive $10,000 for every touchdown he scores in the Super Bowl.
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This deal would the first between the Skittles and a professional athlete.
Last week, Ad Age reported that Lynch playing in the Super Bowl could be worth $5 million to the rainbow candy brand.
Skittles will celebrate the partnership with limited edition "Seattle Mix" packages, that will be auctioned off for charity. Three lucky fans will have a chance to win packs of the mix plus other football-inspired, Skittles-covered items in an online auction beginning Jan. 29th.
The candy brand will also hold a limited number of surprise giveaways of the "Seattle Mix" package in Seattle.