Bread of Champions?

I noticed this today when I was making lunch for Alex. "Official Bread Supplier of the U.S. Olympic Team".

Wow, the whole image/branding/identification with superior athletes goes all the way down to the level of bread now. Guess they need all the sponsorship they can get. Plus I bet they go through a lot of bread at the training camps!
Bank of America, Visa, visible on the main page of the team are sponsors, but the suppliers such as Orowheat are on a subpage, but they can plaster these words all over their products, look for Kleenex with the same kind of stuff too.