Ocean Spray has signed Martina Hingis to a deal
"estimated" at about $400,000 to $750,000 (Gregg Krupa,
BOSTON GLOBE, 3/17). BRANDWEEK's Terry Lefton notes the
Ocean Spray deal and adds that Hingis is also "close to
signing" a deal with Clairol. The two new deals could net
Hingis "more American media exposure than any female tennis
player and perhaps as much as any American female athlete
(who doesn't play for the WNBA)." Hingis will appear in ads
for Ocean Spray's Ruby Red Mango drink, which is being
unveiled via samples in NCAA basketball tournament cities.
Lefton writes that Hingis fits Ocean Spray's "longtime
strategy of trying to appeal to females younger than its
core housewife demo." Clairol "is slated to use Hingis for
a shampoo, most likely its Herbal Essences brand," which is
among the top 10 sellers in the market. Lefton reports that
both efforts "are expected to begin in late spring" (Terry
Lefton, BRANDWEEK, 3/16 issue).
NOTES: THE NHL and telecom equipment manufacturer
Northern Telecom (NorTel) "are close to hammering out a
multi-year, seven-figure sponsorship deal" that would make
it the "official telecom equipment" of the NHL. The NHL
"will probably lend NorTel's name to a statistical award,"
although NorTel's data networking efforts "may conflict with
the rights package" of NHL sponsor IBM. The NorTel pact
will also include NHLPA rights (BRANDWEEK, 3/16 issue).
