SBD/Issue 179/Sponsorships, Advertising & Marketing

Genworth Inks Mixed Doubles Team Of Graf And Agassi

Agassi & Graf To Be Featured
In Genworth Campaign

Andre Agassi and Steffi Graf will "jointly endorse [Virginia-based] insurer Genworth Financial as part of an up to $25[M] TV campaign that the recent [GE] spin-off plans to launch in two weeks," according to Daniel Kaplan of SPORTSBUSINESS JOURNAL. The ad spend figure does not include the endorsement fees for Agassi and Graf, which sources indicated "would be around low seven figures each annually for the multiyear contract." Klamath Communication Managing Dir Marten Van Pelt, whose company created the spots, said that they "were more likely to run on golf telecasts than on tennis because of higher ratings for golf." Kaplan notes while Agassi and Graf appear for Deutsche Telekom in Germany, this marks the first time they will jointly appear in spots in the U.S. The Genworth deal was negotiated on Agassi's behalf by his manager Perry Rogers and SFX, who "share representation duties for" Agassi (SPORTSBUSINESS JOURNAL, 6/7 issue).

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