Seattle Seahawks running back Marshawn Lynch has a chance to carry the Emerald City into its second-ever Super Bowl appearance on Sunday in the NFC Championship Game versus the San Francisco 49ers.

Lynch and the Seahawks have a chance to make a lot of money for one of Beast Mode’s greatest passions – Skittles.

According to Kantar Media, a Seattle win on Sunday would be worth $5 million in free exposure to Skittles due to Lynch’s love of the candy since he was a kid and his attachment to them as the Seahawks compete for a Super Bowl berth on Sunday.

After a quiet run with Skittles throughout the season, Lynch’s national profile with Skittles intensified following his efforts against the Saints last Saturday.

“The Seahawks won that game on the back of Mr. Lynch’s performance and, should they punch a ticket to the Super Bowl by winning again this weekend, the free exposure for Skittles could be worth up to $5 million dollars, according to Kantar Media.

Kantar’s Sports division reached the figure by building a model based off camera time and mentions of Skittles by broadcasters during last week’s game. It also included the assumption of a short segment about the running back’s relationship with the candy. The number was churned out by Kantar Media’s Sports measurement software.”

When Lynch scores a touchdown in front of the 12th man in Seattle, he is often greeted by a series of fans thrown Skittles his way.

If he punches in a few scores on Sunday, expect to see a lot of Skittles in the end zone and plenty more leading up to Super Bowl XLVIII in two weeks.