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SBD/May 10, 2011/Marketing and Sponsorship
Herbalife Activating Around Title Sponsorship Of World Football Challenge
Published May 10, 2011
Nutrition supplement company Herbalife will use its title sponsorship of the '11 World Football Challenge to promote its Herbalife24 brand of nutritional products. Herbalife Senior VP/Worldwide Marketing Rob Levy indicated the L.A.-based company will produce a spot to run on both ESPN and Univision during the tournament, which runs through July and August. Herbalife will also receive on-field and LED signage at the events, and its products will be present in the team locker rooms at all events. Levy said, “Our doctors will meet with team nutritionists to educate them on what the products are all about.” He added all products will be tested by the Banned Substances Control Group -- a drug testing firm operated by anti-doping expert Don Catlin -- to ensure that athletes do not receive contaminated products. Levy said the company worked internally on the deal with CAA and MLS for the title sponsorship role.