Wheaties began its association with sports in 1927, through advertising on the southern wall of minor league baseball's Nicollet Park in Minneapolis, Minnesota. In the contract, Wheaties sponsored the radio broadcasts of the minor league baseball team, Minneapolis Millers, on radio station WCCO and Wheaties was provided with a large billboard in the park to use to introduce new slogans. The first such slogan on the new signboard was penned by Knox Reeves, of a Minneapolis advertising agency. When asked what should be placed on the sign for Wheaties, Reeves sketched a Wheaties box on a pad of paper, thought for a moment, and wrote ""Wheaties-The Breakfast of Champions"".