This 1999 Wheaties Box features Barry Sanders . Sanders is celebrated for his football career as the "Consummate Team Player. Wheaties (General Mills) became known as "The Breakfast of Champions" starting in 1927 as the company increased their popularity through sponsorship of baseball broadcasting. In 1934, athletes began being depicted on Wheaties Boxes, starting with Lou Gehrig. This uncut Wheaties Box measures 16x22.5.