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SBD/27/Sponsorships Advertising Marketing
ENDORSEMENT ROUND-UP: SHAQ IN CANADA; YOUNG PACKING A POP
Published February 27, 1995
"Basketball mania is gripping corporate Canada," writes Gayle MacDonald of the FINANCIAL POST. Following Air Canada's purchase of the Raptors' arena naming rights, Confectionary giant William Neilson Ltd. signed Shaquille O'Neal to a C$250,000 endorsement deal for its Mr. Big chocolate bar. The contract is the first and largest of its kind in Canada for an NBA athlete (FINANCIAL POST, 2/25). STEVE YOUNG: According to Frank Vuono, president of Integrated Sports Int'l, Steve Young's marketing rep, Young will soon endorse a beverage, a computer company and perhaps a video game (USA TODAY, 2/27).