- Elaine Wong

Michael Phelps is continuing his winning streak. After scoring an endorsement by Visa in a spot titled "Congratulations Phelps" which aired last week, the eight-time gold medal Olympic champion will now be featured on the front of Kellogg's cereal boxes next month.

The company announced this afternoon it is paying tribute to Phelps' performance at this year's Beijing Olympics on specially-marked boxes of Kellogg's Frosted Flakes and Corn Flakes. The new boxes, which debut the middle of next month, will capture some of Phelps' key moments at the summer games on its front packaging.

Packaging for its 18-oz. Corn Flakes brand shows Phelps with his left hand raised in a sign of victory, per a prototype obtained from the company today. "Kellogg's. Official Sponsor. USA. 2008," a red-white-and-blue circle on the upper right hand corner reads. Phelps' signature is also on the box.

Athletes of Phelps' caliber are usually featured on the front of cereals like General Mills' Wheaties. This time, however, Kellogg had an existing relationship with Phelps as part of the company's sponsorship of the athlete, said Susanne Norwitz, a Kellogg rep.

"Michael Phelps-who has already reached legendary heights in this year's Olympic Games-is a perfect fit for both the iconic boxes of Corn Flakes and Frosted Flakes," she said. "His winning spirit, humility and positive attitude is an inspiration to people in America and across the globe."

Kellogg's deal with Phelps also ties in with its Frosted Flakes' Earn Your Stripes campaign, which promotes healthy eating and exercise habits among children, Norwitz said.

Phelps' image on the front of Corn Flakes also serves as a subtle marketing effort, as the company spent a mere $11,000 advertising the cereal last year and $5,000 from January-May of this year, excluding online, per Nielsen Monitor-Plus.

Phelps currently holds the record for winning the most medals in a single Olympics. The 14-time Olympic gold medalist currently has deals with brands such as Omega, Speedo, PowerBar, AT&T and Argent Mortgage. Peter Carlisle, director of Olympics & Action Sports at Octagon, Norwalk, Conn. is Phelps' agent.

Kellogg, Battle Creek, Mich., is an official sponsor of the 2008 U.S. Olympic Team. The company spent $14.4 million advertising Frosted Flakes in the U.S. last year (not including online spending), per Nielsen Monitor-Plus. Previous Olympians appearing on the front of Kellogg's cereals include skating champions Kristi Yamaguchi, Scott Hamilton and U.S. Olympic Hall of Fame speedskater Dan Jansen.