The University of Texas at Austin Athletics
Wheaties® honors historic collegiate football rivalry
10.18.2006 | Football
MINNEAPOLIS -- For the first time in history, Wheaties® is honoring the storied rivalry between two college football powerhouses. The Lone Star state's flagship programs -- The University of Texas Longhorns and Texas A&M University Aggies -- represent the third-longest running rivalry in all of college football. The "Breakfast of Champions" proudly pays tribute to this long-standing rivalry by featuring both schools on a special edition Wheaties box rolling out this week.
The two schools first faced off in 1894 and have excited generations of fans with memorable plays, all-star coaches and players, and fight-to-the-finish contests. For years, the schools have conducted their game in conjunction with the Thanksgiving holiday, with each school mentioning the other in their fight song, and both programs conducting traditional, elaborate ceremonies and preparations in advance of their annual clash.
Aside from the rivalry focus, both schools have impressive histories, highlighting the rich heritage of college football in the state of Texas. With over 800 victories, The University of Texas has claimed four national championships (1963, 1969, 1970 and 2005) during its 113-year history. In addition, the Longhorns have produced two Heisman Trophy winners and numerous other all-star honorees. Throughout its 112-year history, Texas A&M University has won over 20 conference titles, while earning the right to play in 29 prestigious bowl games. Touting a national championship in 1939, the Aggies have dominated the playing field with over 640 wins, owning one of the top home winning percentages in the nation and boasting one Heisman Trophy winner.
The rivalry package features The University of Texas on one side, showcasing the Darrell K Royal-Texas Memorial Stadium and team helmet, and Texas A&M University on the other, featuring Kyle Field and team helmets.
"We thank General Mills and Wheaties for featuring our program and this special rivalry," said Mack Brown, Texas head football coach. "Texas football is a source of great pride for our university, students, faculty, alumni and fans everywhere."
"Texas A&M is proud to be associated with General Mills and Wheaties," said Dennis Franchione, Texas A&M head football coach. "The Texas A&M versus Texas rivalry is steeped in tradition and being featured on the 'Breakfast of Champions' cereal box is a perfect way to commemorate this great series."
"There's no question that each school has made its distinctive mark in the world of college football by showcasing dedication, enthusiasm and pride, but together these two powerhouses have given rivalry a whole new meaning, " said Wheaties Marketing Vice President Michele Meyer. "It is an honor and a privilege to feature the Longhorns and Aggies on the first-ever collegiate football rivalry Wheaties box and welcome these esteemed rivals into the Wheaties family."
The new 18-ounce Wheaties package is now available regionally. College teams that have been featured on the Wheaties box include the University of Georgia Bulldogs, University of Michigan Wolverines, University of Nebraska Cornhuskers, Northwestern University Wildcats, University of Notre Dame Fighting Irish, Texas Western University and The University of Texas Longhorns after winning the BCS Championship in 2005.
State Farm® is the official sponsor of the "Lone Star Showdown," the official name for all varsity men's and women's competition between The University of Texas and Texas A&M University. The series was created to generate more attention surrounding the rivalry in all varsity sports, including football. Visit to get updates on the rivalry series.
Launched in 1924, Wheaties is the No. 1 whole-grain wheat flaked breakfast cereal in the country. The brand began its association with sports in the mid-1930s with a sign on the left field wall at Nicollet Park near downtown Minneapolis. General Mills' broadcast deal with the minor league Minneapolis Millers on WCCO Radio included the large signboard that Wheaties would use to introduce its new ad slogan: "Wheaties-The Breakfast of Champions." From that rather humble beginning, Wheaties has built a heritage that includes many of the greatest athletes of all time.
