Sign Here, Please: Beckham New Global Ambassador For Sharpie

By Rick Ellington, Assistant Managing Editor

Sharpie Inks Two-Year Sponsorship Deal With David Beckham

Atlanta-based Newell Rubbermaid today announced that its Sharpie brand has signed a two-year deal with MLS Galaxy MF David Beckham. Terms of the deal were not disclosed, but it marks the largest global integrated campaign in Sharpie’s history. The former Manchester United star will become the brand's global ambassador and will star in a global marketing campaign supporting two of the brand’s new products, the Ultrafine Retractable marker and the Sharpie Pen. The campaign debuted last month with a 15-second TV spot that is airing on ESPN, TBS and Bravo, among other nets. Print ads also are appearing in magazines including People and Better Homes & Gardens. A second spot featuring Beckham will debut this summer tying into the back-to-school season. The company is supporting the effort with in-store marketing and a dedicated Web site. In addition, a worldwide promo will be held in which one fan will win a meet-and-greet with the former England national team captain. The deal was negotiated by Brand Buzz, N.Y., a Young & Rubicam agency. Beckham also has sponsorship deals with adidas, Georgio Armani, Pepsi, Motorola and Coty.