For the second year running Henkel, the German company behind brands such as Persil, Schwarzkopf, Pritt and Loctite, is headline sponsor of the Beach Volleyball Grand Slam in Paris.
The tournament is going on until June 24 in the arena comprising 2000 metric tons of sand laid out on the “Champ de Mars” site under the shadow of the Eiffel Tower. Thanks to Hinkel 6,500 spectators are watching each game for free. There are 64 teams from 40 countries taking part in 200 matches.
“Beach Volleyball is a real performance sport in which team spirit, effort and fair play are major factors – attributes that, without exception, offer an excellent fit with our own corporate values,” says Kai von Bargen, head of corporate sponsoring and corporate affairs at Henkel.
So nothing to do with having your company name associated with hundreds of scantily-dressed athletes rolling about in the sand then? No? Well that’s what the Diary would do.