SBD/10/Sponsorships Advertising Marketing

NEW DEALS FOR HAKEEM PUT TO REST MARKETABILITY QUESTIONS

     Hakeem Olajuwon has reportedly agreed to deals with Visa,
Frito Lay and a major cereal maker, which sources say is
Kellogg's.  The deals could be announced within the next few
weeks and will contain national media campaigns.  In addition to
back-to-back NBA Championships and MVP's, they should put
Olajuwon near the top of the NBA endorsement heap.  Under
management by Integrated Sports International, Hakeem has signed
with Scoreboard, Minolta, Taco Bell, Rochester Big & Tall, Uncle
Ben's/M&M Mars, and Compaq computers since the '95 Finals.
Olajuwon previously had deals with Oshman's Sporting Goods,
Spalding and Continental through his Dream Foundation.  Fred
Fried, Exec VP/COO at ISI, said Olajuwon's reputation as "the
best player in the league and a great person" makes companies
enthusiastic to align with him as a spokesperson (THE DAILY).
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Related Topics:

hp, NBA, PepsiCo, Russell Athletic, Visa

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