H-E-B, Spurs Legend Partner on Exclusive Cereal

San Antonio-based grocer H-E-B and San Antonio Spurs star Tim Duncan have collaborated to introduce a limited-edition cereal named after the NBA champion, according to a report in the San Antonio Express-News.

Slam Duncan O’s is a toasted honey-nut cereal with chocolate puffs exclusive to H-E-B. According to the report, it will arrive on store shelves Jan. 16, and marks the latest in the grocer's longstanding partnership with Duncan, who has starred in commercials for the grocer since 2004. The most recent round of commercials kicked off in October and stars both current members and legends of the San Antonio team, including Duncan.

The cereal made its debut Dec. 18 at San Antonio’s AT&T Center, home of the Spurs. H-E-B air-dropped 300 samples over spectators, who were in attendance to witness the retirement of Duncan’s jersey and watch the Spurs face off against the New Orleans Pelicans. The grocer also previewed a snippet of an accompanying commercial for the cereal, starring Duncan.

H-E-B has been the Spurs’ lead sponsor since 2004, signing a five-year extension of the relationship in 2013. Players negotiate individual contracts with H-E-B, usually tied to the length of their Spurs contracts.