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RAY ALLEN TABBED AS SPOKESPERSON FOR '97 SCHICK ROOKIE GAME
Published November 5, 1996
Schick has signed the Bucks Ray Allen as the official spokesperson for the '97 Schick Rookie Game, played Saturday February 8, featuring the NBA's top 16 rookies during the NBA All-Star Weekend in Cleveland. To promote the Rookie Game, Schick will highlight Allen and other NBA rookie stars in an ad and PR campaign, and consumers promos (Schick). DETAILS: Schick has just renewed its NBA sponsorship for two more years, and will begin its marketing push in mid-January with Allen, according to Jeff Jensen of AD AGE. Schick's rookie package includes title sponsorship of the Rookie Game, the All- Rookie Team, and both Rookie of the Month and Rookie of the Year awards. To "compliment" its NBA program, Schick will expand its grassroots Schick Super Hoops -- a national collegiate intramural tournament that will involve 600 schools this year. Schick is also adding three additional sponsors, including a TV network that will "possibly air Schick-sponsored vignettes" drawn from Super Hoops footage. Schick will leverage these sponsorships with an integrated marketing program to launch four weeks prior to the All-Star Weekend. National Media Group, New York, is Schick's marketing agency, and J. Walter Thompson, New York, is its ad agency (ADVERTISING AGE, 11/4 issue).