Original Source, the PZ Cussons-owned brand, has agreed a three-year deal to sponsor a 24-hour mountain bike endurance event, Mountain Mayhem.
The event, which has been running for eleven years, will be renamed Original Source Mountain Mayhem for the next competition in June.
The company says the move is aimed at targeting an audience who “love intense experiences”. The deal was negotiated by independent planning agency Central Focus.
TBWA/Manchester and MEC Access Manchester will be responsible for leveraging the brand’s presence at the festival-style event. TBWA has created a logo that will be used in the run-up to and throughout the event.
PZ Cusson’s hopes the deal will support its range of products for men. It launched a seven-strong line, including hair and body washes, under the Original Source, last year (MW July 31).