Fashion retailer French Connection has signed a sponsorship deal to sponsor heavyweight boxing champion Lennox Lewis in the run-up to his title unification world championship clash with Evander Holyfield.
The deal is worth an estimated 1.5m and from now until the fight the boxer will wear the fcuk brand in training as well as on his shorts in the ring, on March 13 in New York’s Madison Square Garden.
The deal was set up by GGT TBWA Simons Palmer creative director Trevor Beattie for Panix promoter Pannos Eliades, who promotes Lewis. Beattie acted on behalf of his client, French Connection founder Stephen Marks.
Lewis is the World Boxing Council heavyweight champion, while Holyfield is the International Boxing Federation and World Boxing Association heavyweight champion.