Serena Williams is rolling out a Wheaties box celebrating women’s soccer, and every single cent will go to charity

Getty Images

If you’ve ever dreamed of being an athlete, you may have also pictured yourself on a Wheaties box. For the four-time world champion U.S. Women’s National Soccer Team (USWNT), that dream is now a reality, thanks to a partnership with tennis champion Serena Williams.

There are 10,000 commemorative limited-edition boxes featuring the team available. You can get one for $23 on Wheaties.com, while supplies last, celebrating the 23 women on the record-breaking team that won the Fédération Internationale de Football Association (FIFA) 2019 Women’s World Cup.

General Mills

Not only can you score a limited-edition box for $23, but 100% of the selling price will be donated to charity. Half will go to Girls in the Game, an organization dedicated to empowering young girls through fun and active leadership programs and the additional 50% will go to the U.S. Soccer Girls Development Academy, which provides education and support to young soccer players.

“The USWNT captivated the world this summer. They impressed us all with their incredible accomplishments on the field — and their use of sports as a platform to inspire the next generation of girls,” Williams said in a press release. “I believe a champion embodies a person in all aspects of their life and I am so proud to share my time on the Wheaties box with these amazing women who are doing just that. When we support each other and build each other up, we can do anything.”

The USWNT, considered the most successful women’s team in international soccer history, has won the Women’s World Cup championship four times and also owns four Olympic gold medals. In France’s World Cup play this summer, the team set a record for most goals scored — 26 — over the course of a seven-game tournament.

Getty Images | Al Bello
Getty Images | Al Bello

The Wheaties box release coincides with the USWNT’s current five-game victory tour of the U.S., which began in Los Angeles, California on Aug. 3 in a game against the Republic of Ireland. On Aug. 29 and Sept. 3 they’ll play Portugal, first in Philadelphia, Pennsylvania, and then in St. Paul, Minnesota. On Oct. 3 the team plays the Korea Republic in Charlotte, North Carolina and on Oct. 6 they finish the tour in Chicago, Illinois — also against Korea. That game will be the final one for coach Jill Ellis.

Getty Images | Justin Sullivan

Wheaties began its first of several sponsorship deals with athletic legends, who would appear on the box, in the late 1950s. Bob Richards, Olympic decathlete and pole vaulter, was the first spokesperson. He was succeeded by Bruce Jenner (now Caitlyn), Mary Lou Retton, Michael Jordan, Tiger Woods, Dale Earnhardt, Brett Favre, Michael Phelps, Mia Hamm, Muhammad Ali and others.

Williams herself finally got her own Wheaties cover this June, saying, “I have dreamt of this since I was a young woman, and it’s an honor to join the ranks of some of America’s most decorated athletes. I hope my image on this iconic orange box will inspire the next generation of girls and athletes to dream big.”

General Mills


Will you be ordering a commemorative limited-edition box featuring the U.S. Women’s National Soccer Team?

About the Author

Kaitlin Gates

Kaitlin is a freelance multimedia journalist with a degree in journalism and psychology. Along with Don't Waste Your Money, she also writes for Simplemost, where she covers new product and food launches and overall general news. You can email her at kaitlingateswrites@gmail.com or find her on Facebook at Facebook.com/KaitlinGatesWrites. More.

More to explore