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SBD/April 14, 2011/Marketing and Sponsorship
Published April 14, 2011
LIFESTYLES OF THE RICH & FAMOUS: In London, Kevin Eason reports the McLaren F1 team is "ready to make" a US$163M investment in drivers Lewis Hamilton and Jenson Button. McLaren execs are "prepared to sign both drivers to long-term deals to make sure that they stay together until at least 2017." Eason notes Hamilton and Button are a "marketing man's dream team, crucial to McLaren, with more than 30 sponsors paying out on deals running into tens of millions of pounds, who love the handsome, articulate and glamorous drivers" (LONDON TIMES, 4/14).
STAYING HYDRATED: The Celtics and Branded Bottle yesterday announced the creation of the first branded water for the team, "It's All About 18," as part of a sponsorship arrangement that will make Branded Bottle spring water the official water product of the Celtics. The water's slogan refers to the Celtics' push for an 18th NBA Championship with the playoffs set to begin this weekend. A portion of the proceeds from the branded water will benefit the Boston Celtics Shamrock Foundation (Celtics).