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.

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