Marshawn Lynch's love affair with Skittles is finally paying off.
According to ESPN's Darren Rovell, the candy brand announced on Tuesday an endorsement deal with the Seattle Seahawks running back, whose mother started giving him what she called "power pellets" every time he scored a touchdown when he was a kid.
The endorsement deal includes an undisclosed fee and a pledge to donate $10,000 to Lynch's Fam First Foundation every time Lynch scores a touchdown in the Super Bowl 2014 game on Sunday.
The player will also get his own specialty line of Skittles, called Seattle Mix Skittles. The limited-edition candy bags will feature only blue and green Skittles. ESPN reported that Skittles will auction off a Skittles-covered football helmet, football, and a Skittles-covered megaphone in celebration of the new deal.
The deal marks the first time the candy brand has paid an athlete.
Media monitoring company Kantar Media stated that whether or not Lynch wins the Super Bowl, the endorsement with the running back is a win-win situation for Skittles and added that the deal could be worth as much as $5 million to Skittles.
The Los Angeles Times reported that some Seattle-area supermarkets have reportedly run low on the product, as fans are purchasing the candy to treat Lynch with "rainbow showers" every time he scores a touchdown.
Some food vendor at Seattle's CenturyLink Field have began selling "Beast Mode" burgers with Skittles on the side. A butcher nearby has reportedly been stuffing his sausages with the candy.
Skittles is currently the 17th-most popular Facebook.
