Optimedia has negotiated a sponsorship deal between Centrum, the Whitehall-owned vitamin supplement brand, and young British golfer Lee Westwood.
It is the first time Centrum has sponsored a sports star, though it has had promotional links with well-known sports figures in the past including Scottish rugby player Rob Wainwright last year.
According to David Beauchamp, Whitehall managing director, Centrum is the first vitamin mineral supplement brand to undertake a sponsorship deal with a sports personality.
He says: “Targeting such a high-profile sporting personality enables us to raise awareness of Centrum’s relevance to sport and active lifestyles. Westwood is the rising star in the game.”
Optimedia managing partner Pete Russell, who negotiated the deal, says the deal aimed to change perceptions of “dull” multi-vitamins. Last Autumn Centrum unveiled Centrum Select 50+, an all-in-one vitamin and mineral supplement for 50- to 60-year-olds.
It is being supported by a 1.5m above-the-line campaign with creative work through Publicis and media buying through Optimedia.