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SBD/Issue 176/Sponsorships, Advertising & Marketing
K-Swiss Signs One-Year Deal As Official Shoe Of Tennis Channel
Published May 25, 2010
Tennis Channel "has entered into a unique sponsorship deal that makes K-Swiss the network's 'official shoe' for at least the next 12 months," according to John Ourand in this week's SPORTSBUSINESS JOURNAL. Sources said that the "one-year deal is valued in the high six figures." The agreement "ensures that K-Swiss will be the only company that can advertise shoes on Tennis Channel for the next 12 months," beginning with the network's coverage of the French Open, which began over the weekend. Tennis Channel "has sold exclusive sponsorships for specific events in the past, but this marks the first time it has sold year-round exclusivity." As part of the deal, K-Swiss will have an ad commitment of "about 1,000 traditional commercials that will be run over the course of the year, both during the channel's Grand Slam coverage and other programming." The company also will work with Tennis Channel on "one- to two-minute vignettes that will appear on the channel," featuring tennis players including Mardy Fish, Bob and Mike Bryan and Jim Courier. The deal "doesn't preclude other shoe companies from advertising other apparel lines on the channel." CayRay Group President Ceo Wimmer structured and brokered the deal (SPORTSBUSINESS JOURNAL, 5/24 issue).