Israel’s Omri Casspi, star of the Sacramento Kings basketball team, is endorsing Israel’s Telma “Cornflakes of Champions,” replacing Israeli actress Irna Banai who previously was featured in Telma’s advertisements.
Casspi used to play for the Maccabi Tel Aviv team and is the first Israeli to star in the American National Basketball Association (NBA).
He will receive $200,000 for endorsing the cornflakes manufactured in Israel by Telma, which is part of the Unilever Israel Group, Globes reported.
The company signed up Casspi because of his image of success and strength, it said.
“We want to express the meaning of the message, 'the power to succeed,” Unilever Israel marketing manager Ruth Salomon-Goldberg told the business newspaper. “Casspi is one of the persons best identified with Israeli success, and the link between him and the Telma cereal brand – the leading Israeli cereal brand – is natural.”
Casspi said, "Telma is a brand that I – like most Israelis – grew up with since childhood. It is part of my home and family. For me, the connection with Telma, and especially the message it will convey - the power to succeed - is natural, and I am glad of the opportunity."