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SBD/10/Sponsorships Advertising Marketing
NEW DEALS FOR HAKEEM PUT TO REST MARKETABILITY QUESTIONS
Published November 10, 1995
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).