Revlon signs up as major athletics sponsor

Mitchum: Revlon Endurance deodorant
Mitchum: Revlon Endurance deodorant

LONDON - Revlon has become the official sponsor for United Kingdom Athletics (UKA) and The Aviva GB & NI Athletics Team.

Revlon will use its Mitchum Endurance anti-perspirant and deodorant brand as part of the deal, which has been brokered by SMG Sports.

The three-year deal will support the launch of Mitchum Endurance Sport for Men in the UK, which is positioned as a high-performance anti-perspirant, targeting serious athletes. The brand's marketing activity will be centred on the sponsorship.

Charles Van Commenee, UKA's head coach, said: "The partnership is a perfect fit for our athletes, who will benefit immeasurably from Mitchum's continuing sponsorship and support, allowing them to achieve their performance goals as they prepare for London 2012."

It is the first deal to be brokered by SMG Sports since it was set up as a joint venture between Starcom MediaVest Group UK and Sports Insight, in July 2009.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign