SBD/March 9, 2011/Marketing and Sponsorship

Hitting His Stride: Shaun White Signs Two-Year Deal To Endorse Gum Brand

White adds Stride Gum brand to his endorsement portfolio
Kraft Foods' Stride Gum brand announced a two-year endorsement deal with skateboarder/snowboarder Shaun White. White becomes an official brand spokesperson and will take part in a variety of promotional activities in the coming months. Stride later will announce specific engagement activities featuring White, including giveaways, digital and social media campaigns and PR efforts (THE DAILY). In this week's SPORTSBUSINESS JOURNAL, Terry Lefton reports the "low-seven-figure endorsement deal ... will include packaging and perhaps even a name based on White." Sources said that the "promise of TV advertising support was integral in signing White." Sources added that the flavor "should be available at retail sometime in the second half of this year" (SPORTSBUSINESS JOURNAL, 3/7 issue).
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