United Kingdom Athletics (UKA) and the Aviva GB and NI Athletics team has secured Revlon’s Mitchum Endurance Anti-Perspirant as official sponsor. The sponsorship coincides with the launch of the Mitchum brand into the UK market. The three-year deal is the first to be brokered by SMG Sports – the new media-led sponsorship consultancy formed in joint venture between Starcom MediaVest Group UK and Sports Insight.
SMG Sports has devised an integrated media plan for Mitchum Endurance with the athletics sponsorship sitting at the centre of the brand’s marketing for the next three years. The sponsorship will play a central role in Revlon’s strategy for the brand, which is positioned as a high-performance anti-perspirant, targeting serious athletes.
The communications plan begins this month when UKA holds its first indoor athletics event of the season, the Aviva International Match in Glasgow.
SMG Sports Vange Kourentis, former Manchester United business development manager, said: “We aim to ensure that sports sponsorship sits as part of an integrated communications plan rather than in isolation.”
UKA also secured Advantage West Midlands, the Regional Development Agency for the West Midlands, as partner for the two BBC televised athletics events staged in Birmingham this year in a deal brokered by Fast Track. AWM will be using these events to promote tourism to the region and highlight the role the region is playing in the build up to the London 2012 Games. AWM’s Jim Johnston said: “The media coverage of both these high profile events will consolidate Birmingham and the heart of England as a major player in the high-profile events market.”