SBD/Issue 82/Sponsorships, Advertising & Marketing

Agassi To Sign 10-Year, $15M Deal With 24 Hour Fitness

Andre Agassi Getting Fit
With 10-Year, $15M Deal

Andre Agassi "will become the spokesman for the 24 Hour Fitness chain of health clubs in a 10-year deal" worth about $15M, according to a source of Liz Mullen of SPORTSBUSINESS JOURNAL, who notes some new 24 Hour Fitness clubs "will be named `Agassi Sports Club.'" Agassi's agent Perry Rogers, who jointly reps Agassi with SFX Sports Group, said Agassi will make personal appearances and appear in print and TV ads for 24 Hour Fitness. SFX Sports Group consultant Ivan Blumberg: "It is absolutely one of the more complex deals I have been involved in. It is not a typical annual base compensation/royalty deal, it's a partnership with mutual incentives for success." Mullen notes Agassi's endorsement income "was estimated at more than $20[M] a year prior to the 24 Hour Fitness deal" (SPORTSBUSINESS JOURNAL, 1/19).

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