King of Shaves to sponsor GB sprinter James Ellington

King of Shaves is to sponsor British sprinter and Olympic hopeful James Ellington after his efforts to find a sponsor on eBay fell through.

/n/r/j/KinginShaves.jpg

The brand plans to feature Ellington in marketing activity dubbed “Hyperformance” that Will King, founder and CEO of the brand says will segue into the brand’s soon to launch high performance product range.

King says: “We’re aligning the brand with the high performance category to get the brand positioned where it needs to be for the future and the partnership with James Ellington is part of that strategy.”

He adds that Ellington – the second fastest UK sprinter – and King of Shaves could be “the blade to beat the [Usain] Bolt” in the summer’s athletics programme.

The commercial sponsorship will allow Ellington to train full time in the run up to the Games and could become a long-term partnership between the brand and athlete.

Ellington, who’s training and funding opportunities have been blighted by injury in the past, is hoping to qualify for Team GB ahead of this summer’s Games. He took the unusual step of listing the sponsorship opportunity on eBay to attract funding that would allow him to train after failing to secure sponsorship through traditional channels.

A winning £30,000 eBay bid turned out to be fake, leaving Ellington without funding.

King used Twitter to contact Ellington directly during the eBay auction offering the brand’s support if the eBay funding fell through.

King of Shaves has previously supported athletes such as Kirstan Bromley and Shelley Rudman in the 2006 Winter Olympics, Formula 3 driver Jordan King and James Sheppard in the Powerboat P1 sailing tournament and ran an athletics initiative called Young Blades between 2004 and 2010.

engageawardsweb

Has your strategy come up with the goods? Enter the FMCG category in the Marketing Week Engage Awards 2012 – just click here.

Recommended

Value-added promotions will come to fore in 2012

Webops Temp

Mark Ritson is absolutely right when he says that “discounting grows sales, but at the expense of brand equity and customer relationships” (MW last week). The past 12 months have been characterised by an over-reliance on price promotions and although brands are making noises about trying to stop these and instead focus on value-added promotions, […]

apple

Apple pushes education on iBooks 2

Lucy Tesseras

Apple has launched iBooks 2 for iPad in a bid to “reinvent” the textbook following the news that more than 1.5m of the tablet devices are being used in educational institutions. Read full article here.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber


    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now