Kellogg's UK has signed a marketing deal with Olympic cyclist Chris Hoy to promote its Bran Flakes cereal brand.

The Scot, who won last night's (14 December) BBC Sports Personality of the Year award, will feature on boxes of Bran Flakes and in TV adverts from January in a bid to encourage men to eat a "healthier" breakfast.

Kellogg's said it believes Bran Flakes can become the "Special K for men" due to its "whole body health benefits".

Hoy became a household name after winning three gold medals in Beijing in 2008. The sponsorship is a two year deal with the option to extend to 2012.