Everyone wants a piece of Dixon

Scott Dixon has forgotten all the products he endorses. Photo / Doug Sherring

Racer’s sports 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 United States.

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

All that matters is what he has achieved during 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 during a whistle-stop break in New Zealand this week to visit family and support charities like Canteen, one of the most memorable was having his "mug" plastered across Wheaties breakfast cereal boxes.

The 90-year-old cereal brand, similar to Weet-Bix, is known for featuring prominent athletes on its packaging.

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. That's awesome. I think I've still got a few boxes somewhere. They're probably stale by now, but at least I've got the boxes."

So have the many children who gave the dad-of-two the box to sign during autograph sessions.

Dixon has also been on the cover of a Froot Loops-type cereal. He has forgotten the name but Google has the answer: it's the ring-shaped Vroom cereal. He has also featured in ads for products as wide-ranging as Gillette razors, Vaseline Men's Care and Depend adult nappies.

"The worst one was the Depend adult diapers. Dario [Franchitti, former Chip Ganassi Racing teammate] wouldn't do it."

Dixon is feeling a lot better about SOS, a rehydration drink mix co-founded by New Zealand-based former British track athlete Tom Mayo, a longtime 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 knows his life is 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."