Cricket star Flintoff signs up as Sure ambassador

Unilevers deodorant brand, Sure Men Sport, has signed up England cricketer, Andrew Freddie Flintoff, to be the brands ambassador.

story2Unilever’s deodorant brand, Sure Men Sport, has signed up England cricketer, Andrew “Freddie” Flintoff, to be the brand’s ambassador.

Flintoff, who played a prominent role in the winning England team for the 2005 Ashes Series, will front a £3m marketing campaign created by Iris. It will include print, online, radio, sampling, extensive on-pack promotion and PR.

Sure is extending its involvement in cricket by also sponsoring Sky Sports’ Cricket AM and has become the official partner of the test match grounds for the 2009 Ashes.

An on-pack competition will launch April 20 and will offer consumers the opportunity to win a pair of tickets tot see the Ashes every four hours throughout May, June and July. The creative idea of the promotion is to echo the 24 sweat protection provided by Sure Men Sport.

Louise Brunt, senior category manager for men’s toiletries, Unilever UK, says: “The Ashes is the biggest home sporting event of the year and is perfect fit with the Sure Men Sport target audience.

“We expect the huge support for the re-launch to really drive sales and average weight of purchase as well as brand awareness.”

It will be the first year the Ashes series will be aired live on Sky Sports since it won the broadcast rights to show live England test matches in 2004.

In December, sportswear brand Puma signed Flintoff to star in its campaigns. The deal runs for four years and sees Flintoff playing in Puma footwear, using Puma cricket equipment and wearing Puma lifestyle ranges off the pitch.

He will also promote the brand’s 2009 collection of cricket equipment, which has been designed with green issues in mind

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here