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Kansas City Chiefs quarterback Pat Mahomes regularly evades 300-pound linemen with ease, but now he’s facing a more formidable opponent: Tony the Tiger.

Mahomes, 23, is preparing to launch a signature breakfast cereal, “Patty Flakes,” the second-year player’s agent, Leigh Steinberg, said on the Bloomberg Business of Sports podcast.

It’s not clear who will produce or market the cereal, but that industry may put Mahomes’s charisma to the test. Kellogg Co. and General Mills Inc. have struggled to lift sluggish sales in recent years, hurt by consumers shifting to other breakfast options. The now-retired quarterback Doug Flutie had some success with “Flutie Flakes,” though that was two decades ago.

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