ATLANTA (AP) _ More Marketing Madness at the Atlanta Olympics:

THE COMPETITION: Which U.S. Olympic championn will be on the Wheaties box.

THE STAKES: Big bucks contract. First step on the road to more big bucks endorsements.

THE CONTENDERS: Sprinter Michael Johnson, gymnast Kerri Strug, swimmer Amy Van Dyken.

THE WINNER: All of them, and more. Swimmer Tom Dolan, decathlete Dan O'Brien and Strug's six gymnastics teammates also will grace cereal boxes.

WHY NOT ONE?: A no-brainer. There's money to be made. If one Olympic gold medalist can help sell more cereal, think what 11 can do.

THE HOPE: ``We look to draw up business 10 to 20 percent over the next few months,'' said Shawn O'Grady, marketing manager for Wheaties.