WWE recently cut an endorsement deal with Post Cereal to make John Cena the focus of a campaign leading up to WrestleMania 28 in April designed to raise awareness for the Make-A-Wish Foundation and the "Be a STAR" anti-bullying campaign.

This adds to Cena's already impressive profile of endorsement deals, which include Subway and Gillette. He's truly the biggest star in the pro wrestling business, whether we want to admit it or not.

Michele Steele of ESPN sent out a tweet just yesterday saying WWE claims Cena was a $106 million retail brand ... by himself. PWTorch confirmed the story and added that with the company posting $477.7 million in total revenue that year, Cena can be credited with roughly 22-percent of it.

The idea of turning him heel is ludicrous when looking at numbers like that.

As far as the Fruity Pebbles promotion goes, Post and WWE sent out a joint press release to announce all the details. They make it painfully obvious what we can expect going forward in Cena's feud with Kane, which is to say, the hero will triumph once again. And, it now seems entirely possible that he will do the same against The Rock at WrestleMania on April 1.

Perish the thought.

You can read the full press release after the jump.

PARSIPANNY, N.J. (January 10, 2012) - Post Fruity Pebbles and WWE Superstar John Cena are teaming up for a new partnership, which includes a collectable cereal box and an instant-win promotion awarding a VIP meet-and-greet with the talent.

Cena's passion charity, the Make-A-Wish Foundation, for which he has granted over 250 wishes for children with life-threatening medical conditions, and ‘be a STAR,' the anti-bullying alliance co-founded by WWE and The Creative Coalition, are prominently displayed on newly-designed Fruity Pebbles cereal boxes featured nationwide January through March.

"It is truly an honor to team up with Post Fruity Pebbles. After all, who doesn't dream of being on a cereal box one day?" said WWE Superstar John Cena. "I am proud that the partnership also spreads awareness about the life-changing wishes granted by the Make-A-Wish Foundation and ‘be a STAR's' anti-bullying message of showing tolerance and respect."

"We are thrilled to support John Cena's work in and out of the ring for children with life-threatening medical conditions and those who are being bullied," said Michael Krishnan, Senior Brand Manager at Post Foods. "We hope Fruity Pebbles' partnership with this popular WWE superstar will raise awareness for the Make-A-Wish Foundation and ‘be a STAR'."

The on-pack instant win grand prize winners will each receive a VIP meet-and-greet with Cena, priority seating and transportation to a WWE live event, and an autographed "Rise Above Hate" T-shirt, in support of the ‘be a STAR' anti-bullying message. First prize winners will receive an autographed version of the exclusive T-shirt. The second prize winners will receive the exclusive T-shirt. To enter, look inside the specially marked boxes featuring Cena for a special code to submit on www.PebblesPlay.com/Cena.

The partnership stems from the onscreen and social media rivalry between Cena and WrestleMania XXVIII opponent Dwayne "The Rock" Johnson, who compared Cena's brightly colored wardrobe to a bowl of Fruity Pebbles. Cena embraced the new nickname saying he is "Yabba, Dabba Delicious."

Post Fruity Pebbles Cereal and Fruity Pebbles Treats can be found at grocery stores nationwide. For more information, visit www.PostCereals.com.