Racer's face a drawcard

Dixon says having his mug on Wheaties cereal was pretty "sweet". Photo / Doug Sherring

Motor driver's drink scores lucrative contracts overseas

Kiwi motor racing superstar Scott Dixon's face has graced so many American products he can't remember all their names. Such is the lure of being a champion in a celebrity-mad, marketing mecca like the US.

It doesn't matter that Dixon didn't grow up reciting the pledge of allegiance or that the only pie he craves is mince and cheese.

All that matters is what he has achieved in more than a decade on the pro motor racing circuit, including three IndyCar titles and a chance to pour milk over his head as the Indianapolis 500 winner in 2008.

For Dixon, who spoke to the Herald on Sunday on a whistle-stop break home this week to visit family and support charities like Canteen, one of the most memorable was having his "mug" on Wheaties cereal.

The honour was "pretty sweet", Dixon said.

"Wheaties is iconic. To be on that box, there's only a few sportspeople who ever get the chance to do it."

Dixon has also been on the cover of a Froot Loops-type cereal, the ring-shaped Vrooms. He has also featured in ads for products as diverse as Gillette razors, Vaseline Men's Care and adult nappies.

"The worst one was the Depend adult diapers."

Dixon is feeling a lot better about SOS, a rehydration drink co-founded by Kiwi-based former British track athlete Tom Mayo, an old friend of Dixon's wife Emma, a former British 800m champion.

Dixon is an investor in the company, which has major contracts with pharmacy giants Boots and CVS. Virgin boss Richard Branson stocks SOS on his Caribbean island for his guests.

Dixon's reasons were altruistic and selfish, he said. "It's something I need but to see it hopefully prosper as well would be great."

As for the future, the 34-year-old will live in the US for now, Europe or Australia next and, in perhaps 15 or 20 years, New Zealand.

The country was "absolutely" still home -- for one, the US just wasn't meeting his pie needs.

"That's the first stop I make, to get a Big Ben's mince 'n' cheese."