The breakfast of the Masters champion is Wheaties.

Tiger Woods’ newest commercial tie-in will be with General Mills as he becomes the eighth athlete to be a permanent representative of the cereal, sources told The Associated Press.

Representatives for Woods’ agency, International Management Group, and General Mills refused to discuss the matter.

But General Mills plans to hold a news conference Monday at The Official All-Star Cafe at Disney’s Wide World of Sports complex in Orlando, Fla., to announce its newest permanent champion. Woods lives in Orlando and is a part owner of the restaurant.

“There is a multiyear deal and it will be announced on Monday,” said one source in the business community familiar with the plans, speaking on condition of anonymity. “Tiger will become a spokesman for Wheaties.”