Tennis fans in the United States who purchase a box of Wheaties this summer will be treated to a special breakfast.
The box will have the face of the US Open champion, Coco Gauff, plastered over it. The 20-year-old made history 12 months ago when she won her first Grand Slam title by beating Aryna Sabalenka in the final in front of her home fans.
Gauff became the first American teenager to win the US Open since Serena Williams over two decades ago. Her success in New York last summer saw her prominence skyrocket.
And this latest collaboration with the cereal manufacturer comes just a few months after WTA legend Billie Jean King was honored by the same brand. It is a passing of the torch moment.
King and Gauff were both invited to the USTA Billie Jean King National Tennis Center in New York for Fan Week. Fan Week comprises a series of interesting events before main draw action at the final Grand Slam of the season begins on Monday, August 26th.
In an interview on stage, the 12-time Grand Slam singles champion stated that she "adored" Coco Gauff not only because of her tennis skillset but also for talking on social issues and wished her luck at next week's tournament.
"It's so thrilling to be able to pass the baton of the Wheaties box to the younger generation who I adore and I think she's just so unbelievable because not just what she does on the court but what she does off the court. She cares about social justice, and so do I, so congratulations on winning last year. Good luck this year."
The limited-edition cereal box, also known by its slogan "The Breakfast of Champions," will be available in retail shops at $6.19 and feature one of the photos from when Gauff completed in her title-winning fortnight at last year's US Open and her autograph.
Gauff, who was sat next to the tennis icon, was humble and honored. She considers King to be one of her role models and an inspiring figure in the sport. The young champion said it was "weird" to have her face on a Wheaties box.
"Thank you. It was kinda crazy, I wasn't expecting it at all. And obviously, to follow Billie for what you have done on the sport on and off the court is incredible for me to follow you."
"I am really excited. obviously, Wheaties is so iconic, and so many iconic people have been on the box. It just feels weird to see my face on it now."
Gauff will be hoping that this partnership will have an upturn in fortunes when it comes to her recent form after her subpar results during her two warm-up events in Toronto and Cincinnati.
She was comprehensively beaten by Diana Shnaider at the Canadian Open and lost to Yulia Putinseva during her title defense this past week in Cincinnati. Those two costly defeats have impacted her WTA ranking.
Gauff dropped to World No. 3 before the US Open and could now face Iga Swiatek or Aryna Sabalenka before the final in New York.
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