After years of providing Skittles with free publicity thanks to his well-known affection for the rainbow-colored candies, Lynch and Skittles are slated to announce an official partnership on Tuesday, according to an ESPN report. ESPN cites sources that said Lynch will receive financial remuneration for the endorsement and that Skittles will donate “$10,000 to Lynch's Fam First Foundation for every touchdown he scores in Sunday's Super Bowl.”
ESPN reports that this is the first time the candy brand has paid an athlete for their endorsement.
Lynch’s affinity for the candy dates back to his days in youth football.
“When Marshawn was 12 or 13, we’d go to his games and I’d always have little candies in my purse,” Lynch’s mother Delisa Lynch told Seahawks.com in 2012. “Before the game, I would say, ‘Here Marshawn, come and get you power pellets.’
“I would give him a handful of Skittles and say, ‘Eat ’em up, baby. They’re going to make you run fast and they’re going to make you play good.”
That psychological motivation appears to have worked wonders, as Lynch has been one of the best and most consistent running backs in the NFL since being traded to the Seahawks from the Buffalo Bills in 2010. His aggressive yet elusive running style -- a ballet of power and violence -- has earned Lynch the nickname Beast Mode, and his touchdowns at CenturyLink Field in Seattle are often celebrated with fans throwing Skittles at him in a tradition that’s become known as the “rainbow shower.”
To mark the new partnership, Skittles will release a limited edition “Seattle Mix,” which includes only blue and green colored Skittles in honor of the Seahawks’ team colors. According to Skittles' official Twitter account, the limited edition mix will only be available at “surprise events & locations.”